We partnered with Fender Music to explore the creative potential of Horizon Worlds and define first principles that make brands successful in the metaverse.

During the pandemic, guitar sales had rose exponentially but it was challenging for people to play together. So we worked with Fender to build a beautiful space for collaboration and creativity where their growing audience could meet with friends, compose songs and hang out.

At the same time, Fender was able to double-down on the brand love they were experiencing while demonstrating their dedication to technology and innovation.

Responsible for Creative Strategy and Executive Creative Direction.