Beats By Dre

Project: Beats Flex Headphone
Agency: Virtue Worldwide
Channels: Digital / Social, In-Store
Air Date: Nov 2020

Team: Luke Taylor, Emily Walsh, Genie Gurnani, Jake Matthews, Garrett Mutz, Shakayra Moore, Alicia Bee, Maurico Santos, Susie Lyons, Justin Davis

Strategy: To launch the new Beats Flex headphone, we created a campaign encouraging youth to “flex” everything that they are. Amplifying this generation’s most defiant voices, these films set out to show Black youth everywhere how they can always stay true to their being with a product that always stays true to form.

Press: Ad Age - 2020’s Smartest Brand-Celebrity Pairings, Ad Age - Creativity Top 5 Ad Age, Creativity Editor's Pick, ADWEEK, Refinery29, Yahoo!, LBB Online, iMore, The Grio