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Beats by Dre 'Flex That' Product Launch

We helped Beats by Dre launch their Beats Flex headphones by creating a campaign that married a product truth to an audience insight. Our primary audience were Black youth as the Beats by Dre brand repositions itself in culture to better support and invest in Black culture after the racial turbulence of 2020. We wanted to create a campaign that showed the resilience and defiance that Black youth show by flexing their full selves, showing off how multidimensional they are when the world sees them as Black first and foremost, which tied to a headphone that could bend, but never break. I served as lead strategist guiding the agency team from project kick-off to production completion, writing the creative brief to writing presentations that sell the creative platform concepts up the ladder across the BBD and Apple marketing teams, at the CMO level and above.

Project Roles
Beats By Dre
Brand Strategy, Content Strategy, Media Strategy, Social Media Strategy
Campaigns, Commercials - Video
Project Industries
Lifestyle, Technology