Beats and legendary streetwear brand UNDEFEATED collaborated together for a third time to make this limited-edition collection, available only in small supplies on apple.com and at UNDEFEATED stores.
This was a fun story to craft, not only for UNDEFEATED’s history, but also because it marked a couple milestones for Beats. This was the very first time Beats released a customized BeatsX earphone, as well as the first time a Beats Pill+ speaker was produced with a fully custom-painted grill.
To tell the story of the collection, we dove deep into the history of camouflage, since the pattern on the products is UNDEFEATED’s trademarked tiger camo.
That same tiger camo pattern and bright-orange hit became the visual basis for our release event in Tokyo, with moving lights splashing every surface with camo as guests strolled through the experience.
For the shoots, Beats cast NBA superstar Ben Simmons of the 76ers and the secretive-yet-limelight-stealing singer-songwriter H.E.R., whose personal story and artistic approach perfectly fit our camouflage story — “simultaneously bold and discreet, daring and understated.” H.E.R. previously gave a private performance at Beats HQ and her voice is breathtaking.
We also had a chance to talk to James Bond, cofounder of UNDEFEATED, and wove his insights into our story.
Below are some shots from the talent and product photo shoots in Philly and Los Angeles (100% creative- and art-directed in-house), interspersed with some quotes from the landing page I worked on for the campaign.
Some photos from the Tokyo popup experience. I wasn’t there but just so you know, the inside of the bathrooms were painted orange. Life is crazy, yeah? Yeah.