Creative Direction
Music Production

Grab Your Axe

The world was in need of collective catharsis from 2020, and music is the answer. Fender invited the world to pick up a guitar and play with three months of free virtual guitar lessons on the Fender Play app. The offer helped make guitar a new hobby for millions and Fender saw its biggest growth in sales volume in history.

Six months later, everything and nothing had changed. So Fender turned to us to shout that message with a whole new creative platform: Play Free.


 Find Your Fender

An Intuitive Instrument Matchmaker

To compliment the campaign, we created an interactive audio gear guide for new players, Find Your Fender.

Find Your Fender guides new players to their perfect instrument while simultaneously composing a new song in realtime using the evolving sounds created by their choices. Based on the users input, it intelligently recommends the perfect Fender guitar, bass, or ukulele, for all levels.

Visit the Site

Guitar World
Fender launches new interactive online guide pairing players with the perfect guitar or bass

Gear News
We used the new Find Your Fender tool and it chose guitars we’d never even consider


“It felt very easy to use, despite me having little knowledge of guitars. I felt more included in the 'guitar community' than I ever have. I never felt lost or overwhelmed.”



CD: Brad Hall
Design: Sandra Zhovner, Gustav Holtz
CW: Sammi Chancey
AD: Kara Smarsh
PM: Alison McBreen
Lead Dev: Edward Bignell
AI: Kathryn Webb
EP: Dustin Freeman
Film: Harbor PDX
Director: Brian Baldwin

Matt Firman © All Rights Reserved 2019 Some Content is Spec  503.706.1465  Instagram Linkedin