2018 marked a huge milestone for Beats by Dr. Dre — it’s the brash young company’s 10-year anniversary. Months of work went into planning the year’s worth of celebration. It was an awesome experience being a freelancer with the in-house creative team and seeing different departments collaborate to make so much magic happen.
The keystone of the anniversary was launching the Beats Decade Collection, featuring five products in a new Defiant Black-Red colorway (a nod to the company’s early days and flagship brand colors).
Below are some of the pieces I was lucky to help create.
For all the MADE DEFIANT videos Beats released, our creative director had envisioned the defiant band of light and the striking red environments (all shot in-camera). Still, before the first shoot, we were uncertain whether our prepared scripts would be best or if another direction might be better.
The final direction didn’t rely on voice-over but was largely copy-driven. After the shoot, we hashed out the final story template, which set the tone for all the videos to come: each begins with athlete-specific criticism from the press, then leads to an athlete-specific copy line expressing defiance along with that ray of light, and resolves in the campaign’s MADE DEFIANT hero.
Beats set up a display featuring the 10 custom headphones seeded to select teams in the 2018 World Cup. Each edition featured colors from that country’s kit, with each earcup emblazoned with a big “X” as a tribute to the brand’s bold gate-crashing history.
The X’s on these headphones signify more than our 10th anniversary.
They’re a tribute to the world’s top athletes who’ve X-ed out our logo because they’d never lose their connection to music before heading into battle.
Because to change the game, you have to do what others won’t.
The custom team headphones seen above were carefully packaged and seeded to all players of 10 select teams, each with its own special insert card.