Find Your Fender

Year2020

FocusWeb, Campaign

Mobilizing players to make some noise — An adaptive instrument matchmaker designed to guide newbies to their perfect guitar, bass, or ukulele.

During the COVID-19 pandemic, as people worldwide were finding new outlets and ways to spend their time, Fender embarked on a mission to democratize guitar playing. They asked us at AKQA Portland to lower the barrier to entry and help new players discover the right instrument for them.
We explored how visuals, music, and emotion could all come together and quickly provide players with personalized recommendations for their perfect guitar. The result: one inclusive and interactive tool, easy for anyone to use regardless of musical experience, a testament to Fender's commitment to making music accessible to all.

Direction by Brad Hall & Matt Firman.

See the live site at findyour.fender.com

More work

Designer from
Detroit(ish)