"Play For LA"

Client: Fender / LAUSD
Agency: Observatory Agency
Role: Creative Director
Fender and Los Angeles Unified celebrate its first group of graduates from its inaugural Summer Music Program via an online event, “Play for LA,” featuring performances by Este Haim on bass guitar, All Time Low on acoustic guitar/electric bass, Miguel on bass guitar, and Einer Bankz on ukulele along with a special commencement address and performance from LAUSD alum Bryce Vine.

The ceremony celebrates the philanthropic program that lasted six weeks and supplied more than 1,000 students across grades 6-8, with donated acoustic, electric or bass guitars and ukuleles.

To further embed the program's roots in the LA community, Observatory brought in notable Angeleno artists who worked pro bono to create graphic and collectible posters and tour t-shirts to build excitement around the program.

Artists include Brian Roettinger of Willo Perron & Associates, a Los Angeles-based graphic designer that’s gained notoriety for his work on album packaging and art direction for artists like Childish Gambino, Jay Z, Kesha and Lady Gaga, and Kids of Immigrants, a local LA fashion brand founded by first-generation Americans Daniel Buezo and Weleh Dennis as a medium to express their passion for creativity, empowerment and love with notable collaborators Kehlani, Lil Uzi Vert, and Big Sean.

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