“F@#k sneakers, let’s make speakers!” Jimmy Iovine reportedly said this to Dr. Dre one day and soon after it seemed like Beats headphones were on the ears or around the necks of every sports and pop star in the known universe. When a competitor zigs (especially one that’s got suitcases full of cash to hand out to its celebrity endorsers) your only choice is to zag. Which we did with lo-fi multimedia panache. They can have the rich & famous people. We’re for everyone else. Don’t just do what they tell you. Listen for yourself.
This massive 360-degree campaign consisted of broadcast TV, print advertising, online videos, social media, giveaways, a partnership with Spotify at SXSW, and more.
My contributions included copywriting, concepting, content strategy, video production, online banners, social media, print, and events.