Role: Senior Brand Designer, Art Director

Campaign Development, Brand & Identity, Logo, Hero/Key, Storyboards

The game before the game. Be Beats Ready.

The 2016 Beats B [READY] Campaign was the most ambitious global marketing campaign yet, influencing smaller localized campaigns rolled out the same year such as for UEFA 2016. I was brought on in the beginning to conceptualize what the logo, storyboards, and look & feel could look like for the campaign leveraging our products, famous athletes, and their journey to get in the right mindset.

Leveraging the Beats athlete family, we instantly gravitated towards macro cropped photography with shallow depth of field, giving the campaign an intimate feel. I played with double exposure to convey the internal journey that music provokes in the athlete to get ready. Through all of its iterations, I sought to strike a cord in the audience; I received feedback that my work was contemplative. B [READY] turned out to be a powerful, gritty, and highly emotional campaign. For development purposes only.