Client Brief:

In 2020, this request came at the height of the pandemic and Black Lives Matter protests. As a brand historically rooted in Black culture, Beats knew they had a responsibility to take a stance. There was no formal brief beyond, “help us understand better, then let’s build it together.”

Strategy:

Strategy and creative worked hand in hand dissecting this incredibly complex situation, by exploring a range of truths, emotions, and narratives, eventually landing on something that everyone understood to be true. The world actively loves Black art and athletic achievements, while it continually oppresses the Black community at large.

Our goal was to highlight the everyday beauty and rich diversity of Black culture, while also posing a singular question to the world: “You love Black culture, but do you love me?”

The Film:

We depicted an all-star cast standing shoulder-to-shoulder with everyday people, to demonstrate that fame and fortune have nothing to do with the value of someone’s life. Since the launch of our film, efforts expanded across social programs, partnerships, and more.

“You Love Me” features Naomi Osaka, Lil Baby, Bubba Wallace, and Janaya Khan, is narrated by UnitedMasters artist Tobe Nwigwe and was directed by Melina Matsoukas.

You can watch the full film here

Creative:

Click here to view my photography for the film’s social and digital presence.