How do you sell a home speaker that lets you play your Spotify playlists with just the push of a button? When Bose partnered with Mark Ronson, our marketing partners wanted to sell the new Bose speaker, but they didn't want an ad (of course, we ended up making ads, but not right away). What we pitched and then produced was DROPPIN' SCIENCE, a series of bite-sized master classes in music genres that served as the appetizer to 20+ hours of music on Spotify curated by Ronson himself. Sure, Bose speakers were in it, but more as co-stars than stars. In the end, the product manager called it the best explanation of the benefits of the speaker, which we never actually explicitly spelled out.
The campaign consisted of six masterclass videos, six corresponding Spotify playlists, cutdowns for preroll, online banners, and social media. The success of the campaign also led to a long-term partnership, with more videos, events, and social media to support it.
My contributions included concepting, content strategy, creative direction, copywriting, video production, UX writing, online banners, and social media.