The Edge Signature Series

Campaign & Content

Fender

Edge has been playing Strats since he was young. He actually played one in the video for “Where The Streets Have No Name” on a rooftop in downtown Los Angeles in 1987. It was only right that he have his own signature line one day.

We wanted to tell that story, how a kid from Dublin became an icon playing a Strat. And how all of those studio sessions and tours inspired this guitar and amp. We wanted to take fans inside Fender to show the craftsmanship that went into the each instrument and the people behind it.

This was our first project with Fender and the team there was pretty new at the time. Plus, Edge and Bono sat on the Board of Directors. So, there was a little extra pressure to make this one special. But Edge was cool and collaborative, even allowing us to spend a day with him in the studio as he worked on new material.

The audience was basically anyone who played Fender and loved U2. Turns out, that’s a lot of people. The guitars sold out instantly.

Director: Stephen Fuller
DP: Jason Banker