Work

Fender: The One. For All.

Portland

Celebrating the spirit of never settling for the status quo

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“The One. For All.” campaign amplifies new artists who are breaking conventional rules about the path to success—changing what it means to be a musician right now, and in the future.

The spot is narrated by Oscar® Award-winning actor and musician Billy Bob Thornton and showcases the iconic models of the American Professional II series. Each guitar model is paired with artists whose voices showcase the versatile Fender instruments. The artists within the film include—Steve Lacy (Stratocaster), Lindsay Ell (Stratocaster), Dominic Fike (Stratocaster), Orville Peck (Telecaster), Ashley McBryde (Jazzmaster), Este Haim (Precision Bass), MonoNeon (Jazz Bass) and more.

The campaign is tied to the release of the American Professional II Series, an expansion of the second generation of its flagship electric guitars and basses to support artists. It is the most widely adopted series by players in the world with over 60% of Fender artists across all genres.

In addition to "The One. For All.", we also partnered with Fender and created a film with Nile Rodgers Performing “Inside The Box” on the Acoustasonic Stratocaster (below). As Fender said, "when we first introduced Nile Rodgers to the American Acoustasonic Stratocaster, he was immediately drawn to its seamless—and endless!—combination of acoustic and electric tones...Whether running it directly into the mixing board or driving it through an amp, he proves that with the right guitar – you’ll never stop looking for new ways to play."

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