Beats Campaign


CLIENT


ROLE
Executive Creative Director
Director

Problem

Expand the offering from a hit product within a niche audience to a broad application for the masses.

Solution

Once seen only as a high-end headphone offering, BEATS was extended to a music application capable of competing with Spotify and iTunes. The tagline of ‘Rock Your Family’ became a mantra that characterizes the product as capable of customizing the playlist for everyone in the family on one platform.

Results

This broader market approach became a direct competitor to iTunes in a very short time, resulting in the acquisition of the product by Apple and the subsequent rollout of a broader range of products.