When Fender launched its new nonprofit arm, just a year into its founding, the challenge wasn’t just external fundraising. It was internal visibility. Many Fender employees didn’t even know the foundation existed, let alone what it was doing. With Giving Tuesday approaching and no campaign in place, I was brought in to help the team rapidly clarify their strategy and craft a piece that would resonate across the company.

Working under a tight timeline, I developed a campaign concept centered not on the institution, but on the kids. The strategy was simple and intentional: show what matters. We created a short video highlighting students in the Los Angeles Unified School District receiving Fender guitars for the first time, emphasizing joy, access, and the human impact behind the program. It wasn’t slick or overproduced; it was made to be emotional, shareable, and real.

Beyond the creative, I helped the foundation shape internal messaging and distribution strategy, so the campaign didn’t just land externally, but within the company itself. The video circulated widely across Fender’s internal channels and was used as a proof point in ongoing conversations around the foundation’s future funding and visibility.

This project reflects my ability to move quickly inside large institutions, build strategy on the fly, and create work that lands emotionally and structurally, even when the ask is unclear and the timeline is tight.