adidas Football
SS18 Predator Launch
Beats by Dr Dre: The Pills
I’m supposed to be loud,
I’m speaker dummy!
Beats Pills: tiny, trash-talking characters with big personalities and even bigger mouths. The Pills had a voice in every important pop culture conversation via custom-rendered art for social media, contextual out-of-home and online ads, and a live-action celebrity talk show animated instantly using Unity technology. Beats even produced and sold real characters designed to hold the Pill speakers. In the end, they achieved their goal in creating an authentic cultural voice that resonated directly with their audience.
My role was Creative Director at R/GA London for the European campaign.
Awards
Cannes Lions 2014: Gold Media Lion
The Athletes
Together with photographer Rick Guest, we shot a lot of footballers in a lot of countries. We then produced global 2D assets with the studio at Iris Worldwide in London. Hateful illustration supplied by Thomas Addison.
