It's The Music
BEATS BY DRE — Product Launch — 2021
Every headphone brand brags about the same true wireless features. We took this opportunity to show people that it’s not about the features. It never has been. For Beats, it’s all about the music.
We worked with over a dozen distinctly influential cultural voices, from big names in music and sports to up-and-coming comedians, creators, and gamers, each breaking down the “why” behind their connection to a chosen song that we brought to life with super-vibey captured and sourced b-roll.
The resulting suite of discrete films is anthemic and cohesive, inhabiting a unified visual world and balancing feature-forward callouts with ample space for our casts’ unique personas.
Strategizing with our team of talented creatives on the first phase of film rollouts, my copywriting partner and I were immensely lucky to own the production process for NickMercs and Davante Adams as juniors thanks to a great deal of trust from our creative leads, including leading talent outreach, script writing and theme exploration, talent briefing, shoot direction, post-production edits, etc.
PR: AdAge, Dummy Mag, iDB, iMore, iThinkDifferent, Muse by Clio, News Block, Notion, Pirate Press, SmartBrief, 9TO5Mac
MY ROLE — Jr. Art Director
AGENCY — Translation LLC
COPYWRITING PARTNER — Kevin Dulorie