With an influx of artists stopping by the Fender offices in Hollywood, I wanted to create a video series that could be produced as a regularly occurring feature.

I wanted to target an audience of beginners who were considering learning a new instrument. There were three main goals:

1. Ask Fender artists to explain the trials and tribulations they faced when learning the guitar/bass, and humanize that experience by admitting its challenges and highlighting how they overcame them.
2. Encourage curious potential customers to begin their musical journey with the help of Fender Play.
3. Support artists who wanted to promote a new album/single/tour, etc.

I assembled an in-house production team that consisted of a DP and sound engineer, worked with artist management to agree to an interview format and subsequent rollout on Fender and artist social media, wrote each script, and oversaw rounds of cuts with a video editor.

This example is from our session with Los Angeles-based indie outfit, The Marías. See the full video and accompanying feature below. You can also see it here on Fender.com.