INTRODUCING THE FENDER AMERICAN ELITE BASS: BUILT FOR THE PURSUIT
Fender has such a great response from the first video we made for them, that they asked us back again to create a similar set design, but with a slightly different feel. One will notice that the "Built For Pursuit" lettering is now cut out from rectangular shapes rather than circles, done to resemble the linear shape of the fret markers on a bass guitar, as opposed to the circular fret markers on a guitar. We changed up the lighting to be more linear as well, again going back to the shape of the frets and long length necks on a bass guitar.
Creative Direction & Set Design // Chris N. Bradley
Art Direction // Dino (Dynamic Dynosaur)
Build // Justin Jenkins & team at Phoenix Design