Apple earbuds fall out. Bose earbuds stay in. Sure, it’s a competitive advantage. But it's not really enough to wrap a campaign around. It’s a product feature. What's the customer benefit? Bose earbuds stay in — so you don't have to stop doing whatever it is you're doing. Like listening to your favorite song. Or training to be a kickboxing champ. Or both. When we cast Janay to be the star of our product advertising, we didn't stop there. She had a great story to tell, and we told it. Turns out she's unstoppable, too.
The campaign consisted of 30-second product video, a 3-minute profile of Janay, and multiple cutdowns of each. Also product pages on Amazon and Bose.com, a long-form story also on Bose.com, retail, online banners, and social media.
My contributions included creative direction, content strategy, concepting, copywriting, video production, screenwriting, editorial content, and UX writing.