Brief
Just weeks before Giving Tuesday, Fender’s new foundation needed a campaign to boost visibility — both externally and internally, where many employees didn’t even know the foundation existed.

Idea
Center the story not on the institution, but on the kids. Create a short, emotional video showcasing LA students receiving Fender guitars for the first time, emphasizing joy, access, and the human impact.

Role

• Developed campaign concept and messaging under a rapid turnaround

• Directed content edit and narrative arc using existing footage

• Shaped distribution across social media and internal channels

Execution
Produced a social-first video with a documentary feel, edited from raw footage on a fast timeline to meet Giving Tuesday. Shared widely across Fender’s social platforms and internal newsletters.

Impact

• 55,071 views and 4,590 engagements (2–20x higher than Fender’s typical post performance)

• Raised staff awareness of the foundation’s mission

• Used as a proof point in internal conversations about funding and future visibility