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Beats Social

A social activation for Beats by Dre celebrating some of the worlds most inspiring women on International Women’s Day.

 

Beats by Dre

Social

Activations and evergreen content for Beats by Dre's social channels.

 

 
 

10 Countries. 10 Customs. 10 Years In.

Made Defiant

Defiant by Design

A social-for-social video telling the story behind the design of the Custom Beats Studio3 Wireless headphones made for 10 World Cup Squads. The design features an "X" celebrating the brand's 10th anniversery, and nodding to tape used to censor branding on products worn by athletes over the past decade of world sporting events.

THE TEAM

Client - Beats by Dre
Photographer - Nick Light

Agency - Laundry Service
Creative Director - Chris Kitahara
Snr Art Director - Vidur Raswant
Designer - Kevin Carter
Producer - Sarah Usmen
Motion Designer - Kalina Torino

 

Beats x Hypefest

The Vinyl

 

The Work

For HypeFest, Beats teamed up with legendary Japanese creative Hiroshi Fujiwara to create an experience for music lovers called ‘The Vinyl’. The experience was built feel like a crate digging through records, and each crate was inspired curators ranging from musicians to, Beats1 Radio hosts, to Hiroshi himself.

Social support included a geo tagged multi-chapter Instagram Story inspired by the physical look and feel of Hiroshi’s installation that connected viewers beyond HypeFest with Apple Music playlists and Beats1 Radio episodes associated with The Vinyl simply by swiping up.

 

A Giphy sticker pack was created to give HypeFest attendees bespoke takeaways from The Vinyl to add to their own feed.

The Team

Client - Beats by Dre

Agency - Laundry Service
Creative Director - Chris Kitahara
Snr Art Director - Vidur Raswant
Motion Designer - Darryl Sharp
Designer - Kevin Carter

Talent - Virgil Abloh, Brockhampton, Ebro Darden, Hiroshi Fujiwara, Kendall Jenner, Zane Lowe, Soulection, The Weeknd, Zaza World

 
 
 
 

International

WOMEN'S DAY

 
 
 

Background

International Women's Day 2018 was landed amidst a peak cultural conversation and political movement. Beats looked to take part by featuring some of the most inspiring women in the fam.

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“You have to believe in yourself when no one else does.”
— Serena Williams
 

 
 

IDEA

Celebrate the eight women who are moving culture forward, with visual manifestos highlighting what each woman has done to break barriers and create change.

 
 
 

THE WORK

The social activation featured a series of smart phone wallpapers via Beats by Dre's Instagram Stories Channel. By saving these images as phone backgrounds, Beats' followers can be reminded of women's strength every time they look at their phone.

Results

The Twitter Moment lead to a significant boost in engagement, and helped propel IWD as a trending topic within Twitter.

Global Reach: 7.3M
Views: 797K
True Engagements: 47.6K

 

The Team

Client - Beats by Dre

Agency - Laundry Service
Creative Director - Chris Kitahara
Senior Art Director - Ren Toner
Senior Copywriter - Eric Montgomery
Copywriter - Rachel Jensen
Designer - Kevin Carter
Motion Designer - Matt Sessions

Talent - Serena Williams, Leticia Bufoni, Liza Koshy, Simone Biles, Jamie Anderson, Lindsey Vonn, Alex Morgan, Haley Kioko, Mette

 
 
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An Apple Music Curator playlist

Beats of the Week

 
 
 
 

A Weekly platform push to Apple Music

Beats of the Week is a curator playlist on Apple Music featuring the best new music that's dropped each week and tracks from behind the scenes within the Beats world. To help support this playlist and drive traffic to Apple Music, this animated series showcases each week's featured artist, using a photo taken on a Beats' branded couch and pulling illustration inspiration from artists album artwork, social feeds or recent music videos.

The Team

Client - Beats by Dre

Agency - Laundry Service
Creative Director - Chris Kitahara
Motion Designer - Darryl Sharp
Designer - Kevin Carter

Talent - Gorillaz, Omar Apollo, Leon Bridges, Desiigner, Migos, Pusha-T, Saweetie, 88Rising, Sonder, Alison Wonderland, Carnage, Mike Shinoda, GTA, Lil Yachty, Mac Miller

 
 
 

NBA 2017

All-Star Weekend

 
 
 
 
 
 

BACKGROUND

The 2018 NBA All-Star Game took place in Beats' backyard. Like many brands, Beats took the opportunity to throw a parties for their signed athletes, and to engage fans gathering in LA for the event. The following are activations and content created for Beats to support their efforts, and engage their audiences over the biggest weekend in basketball.

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music, sport and culture

The activation featured Beats fam such as Migos, 2 Chainz, and Young MA alongside LA legons photographer Mike Miller, and street artist Defer, against the backdrop of the city to showcase how Beats and LA are at the intersection of music, basketball and culture.

The activation included custom Beats Studio3 Wireless, and playlist of songs one might hear in a pick up game around LA.

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Beats took the opportunity to launch their first-ever Twitter Moment, creating a real-time hub for the 3-Day event.

The activation was bookended with an event recapping Instagram Story with a watch through rate of 76% (11% over benchmark) and a photo gallery of Mike Miller's portraits. 

THE TEAM

Client - Beats by Dre
Beats Creative - Casey Rider
Beats Producer - Jason Mott
Beats Photographer - Nick Light
Photographer - Mike Miller
Artist - Defer

Agency - Laundry Service
Creative Director - Chris Kitahara
Senior Art Director - Ren Toner
Senior Copywriter - Eric Montgomery
Copywriter - Rachel Jensen
Designer - Kevin Carter
Producer - Roland Luitgaarden
Motion - CJ Cook / Meister.TV

Talent - LeBron James, James Harden, Kevin Durant, Karl Anthony Towns Migos, Coach K, Young M.A, Pusha-T

 
 
 

Holiday 2017

Give the gift of color

 
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A holiday gift guide

There’s a color for everyone. A styled shoot to emphasize the range of colors in Beats products to run during the 2017 holiday season across social, email and digital channels.

THE TEAM

Client - Beats by Dre

Agency - Laundry Service
Creative Director - Chris Kitahara
Art Director - Annie Nguyen
Producer - Roland Luitgaarden
Photographer - Caleb Diaz
Design / Retouching - Kevin Carter / Brennan Schloo
Retoucher - Nicole Copeland-Perez

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