BEATS BY DRE

STUDIO BUDS LAUNCH

Target Partnership Promotion

Note: Click here first to learn more about the wider campaign and my contributions to the strategy.

Background: Apple had a standing partnership with Target for the Studio Buds launch but didn’t have an idea locked in. This came as a last minute request just weeks before launch date.

The Concept: The idea was an extension of our “made for music strategy” puling inspiration from Drake and J. Coles viral visit to Best Buy to buy every copy of J. Cole’s debut album.

Druski walks into a Target to buy every pair of Studio Buds, the same way a hip hop artist buys their own albums on launch day. Druski then gives away all the headphones. We intentionally filmed the video handheld to mimic Druski’s social sketch videos.

My Role: Create the concept, develop the treatment, direct Druski on set, edit the final cut, and create the social rollout for the partnership.

Talent: Druski posted a BTS photo with a heartfelt caption revealing why this activation meant so much to him, which affirmed the partnership authenticity.