Beats by Dre
Be Heard
A campaign created for Beats by Dre featuring LeBron James, Kevin Durant, James Harden and Draymond Green in support of the 2017 NBA Playoffs.
Background
The 2017 NBA playoffs featured four of Beats by Dre's tier 1 athletes. "Be Heard" was the brand's overarching sport-marketing campaign for the year.
Idea
Be Heard
A series of documentaries giving voice to Beats' NBA athletes.
““I’m a let my play do the talking.””
The work
Dozens of spots, social content extensions, mini-doc extensions, regionally translated edits, and product demos we're all captured and created in the same workflow as the :60 spot.
““You have a voice. Use it.””
Social-First
Edits were tailor made for optimal performance in each social feed with 9x16 for Instagram Stories, 4x5 for Facebook and Instagram feed, and 1x1 for Twitter.
Mini-Doc Extensions
Interviews with Beats 1 Radio hot Ebro Darden helped sustain the playoff support with deeper storytelling.
Proudct Demos
Global pre-roll spots featuring Harden, LeBron, KD and Draymond showcased the limited-edition Trophy Gold PowerBeats3 Wireless.
RESULTS
80M+
Total Impressions
The Team
Client - Beats by Dre
Producer - Perrin Rausch
Global Creative Director - Perry Fair
Talent - LeBron James, Kevin Durant, James Harden, Draymond Green
Agency - Laundry Service
CD - Ryan Bucci
ACD - Chris Kitahara
CW - Eric Montgomery
Designer - Brennan Schloo
Editor - Jason Dopko / Lost Planet
VFX / Color - Shipping and Handling
Motion (social) - Johnny Bones
Motion / Edit (social) - Morgan Grizwold