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Beats by Dr Dre: Meet the Pills

To stand out in a crowded wireless speaker market, Beats by Dr. Dre invented The Beats Pills: tiny, trash-talking characters with big personalities and even bigger mouths. Brought to life with animation from Framestore and voiced by Chris Rock, Eminem, Tichina Arnold and Mike Skinner. From Miley’s 'Wrecking Ball' to Pharell’s ‘Happy' music video, The Pills would provide outspoken comment on every important moment in Pop Culture. Most notable at the VMAs with a world's first responsive TV commercial where the characters commented on Miley Cyrus and Robin Thick’s explosive live performance. Through the tagline, Small But Loud, Beats discovered a powerful voice that resonated deeply with their audience. By November that year, Pills sales were number one in the wireless speaker category, and the Pills became the must-have holiday gift of the year. My role was Creative Director at R/GA London for the European rollout of the campaign. Awards: Cannes Lions 2014: Gold Media Lion

Project Roles
Creative Director
Company
R/GA London
Skills
Conceptual, Creative Direction, Design, Social, Social Media Strategy
Media
Brand Films, Interactive Videos, Social Media Content, Street Art
Project Industries
Technology, Entertainment
Beats by Dr Dre: Meet the Pills
Beats by Dr Dre: Meet the Pills
Beats by Dr Dre: Meet the Pills
Beats by Dr Dre: Meet the Pills
Beats by Dr Dre: Meet the Pills