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.””
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.
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.
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.
Results
1.6M
Global Reach
313K
Views
35.5K
True Engagements
The Team
Client - Beats by Dre
Beats Digital Creative - Mike Marquez
Beats Digital Producer - Jason Mott
Beats Motion Designer - Eric Zunkley
Agency - Laundry Service
CD - Chris Kitahara
Snr CW - Eric Montgomery
CW - Rachel Jensen
Snr AD - Ren Toner
AD - 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