Beats by Dre
Campaigns and content for Beats By Dre global social channels.
International Women's Day
At 24/7 Laundry Service, I worked with an art director to create an International Women's Day social campaign for Beats by Dre. We identified women within the Beats partnership roster who played a meaningful role in cultural conversation that year. I created a unique mantra for each partner that uniquely represented their impact, yet could speak to all women. We brought these concepts to life in a hero video on Instagram, a series of smartphone wallpapers on Instagram Stories, and individual looping videos on Twitter. The content crushed benchmarks for organic engagement and clicks across channels.
PRide month
For Beats By Dre, I worked with an art director to concept and pitch a Pride Month video activation featuring Queer Eye's Jonathan Van Ness. The client loved our ideas, but unfortunately the budget wasn't in the cards for this piece of work. See our pitch below.
The Beats Pop collection
In 2018, we launched the Beats Pop Collection — four new colorways created in collaboration with the Spanish painter Okuda San Miguel, who’s known for his rainbow-hued geometric patterns. We leaned into the idea of “pop” through stereographic looping videos that appeared 3D in the social feed, adding bursts of geometric illustrations from Okuda’s paintings to further this effect. Copy played off the bright new colorways to speak to the boldness and individualism that have always been central to the Beats brand. I contributed to this campaign through conceptual ideation, visual storytelling, campaign development, talent interviews and copywriting.
Election day
At Laundry Service, I worked with a designer to create an Instagram Stories countdown to the 2018 midterm elections. Through these short manifestos, we leaned into Beat’s “be heard” message and encouraged our audience to use their vote. On the day of the election, we included fill-in-the-blank templates so users could share the reason why they voted on their own Instagram Story.