CK
Beats-Pop-Collection.png

Beats By Dre Pop Collection

Digital and social campaign extensions for Beats by Dre’s Pop Collection featuring the artwork of Okuda San Miguel.

 

Beats by Dre

Pop Collection

The global digital campaign launch for Beats by Dre's Pop Collection inspired by the artwork of Okuda San Miguel.

 

 
“The most important thing in my art is to transform places.”
— Okuda San Miguel
 
 

Background

The Beats Pop Collection featured four new colorways for Powerbeats3 Wireless and Solo3 Wireless, and was targeted at Gen Z urban creatives. At launch, Pop Collection was exclusively sold at Apple Stores worldwide. Beats partnered with street artist Okuda San Miguel and musician MNEK to create art and music for key art and visuals to play in a retail. The digital campaign set out to bridge the visual worlds of Beats and Apple to their collective global audience.

Beats_Pop_IMG_6210.jpg

IDEA

Music and color have the power to transform any ordinary environment  into one that is boldly expressive. Taking cues from Okuda San Miguel’s artwork, the campaign creative set out to transform digital and social spaces with unexpected vibrance and movement.

 
 
 
 
IG_Grid-iPhone.png
 

THE WORK

The campaign brought Okuda's art and Pop Collection to life in social and digital through stereoscopic gifs, animated stills, and a complete relaunch of Beats by Dre's Pinterest account — creating four Pinterest Zines inspired by each colorway in the collection. 

 
 
 

 

 
Pinterest_Gid.png
 
 

Results

1.6M

Global Reach

313K

Views

35.5K

True Engagements

The most important thing in my art is to transform places @beatsbydre

A post shared by OKUDA SAN MIGUEL (@okudart) on

HypeBae-Mobile.png

The Team

Client - Beats by Dre
Beats Digital Creative - Mike Marquez
Beats Digital Producer - Jason Mott
Beats Motion Designer - Eric Zunkley

Agency - Laundry Service
Creative Director - Chris Kitahara
Snr Copywriter - Eric Montgomery
Copywriter - Rachel Jensen
Snr Art Director - Ren Toner
Art Director - Vidur Raswant
Designer - Kevin Carter
Creative Intern - Madeline Khare
Motion Designer - Darryl Sharp

Production Company - Cycle
Producer - Roland Luitgaarden
Photographer - Caleb Diaz
Photographer - Julian Berman
Motion Designer - Stevenson Opoku