BEATS
SKYLINE
COLLECTION
COLLECTION
CLIENT: BEATS / APPLE
ART DIRECTION, MOTION DESIGN, BRAND SYSTEM, VISUAL DEVELOPMENT, BRAND STORYTELLING & INTEGRATION, XFN COLLABORATION, 360 CAMPAIGN
ART DIRECTION, MOTION DESIGN, BRAND SYSTEM, VISUAL DEVELOPMENT, BRAND STORYTELLING & INTEGRATION, XFN COLLABORATION, 360 CAMPAIGN
PROJECT BRIEF
As Art Director for Apple and Beats by Dre, I helped launch the Beats Skyline Collection, a refined line of Beats Studio 3 headphones created for the jetsetter culture with an elevated look and feel. The collection introduced four luxurious colorways: Midnight Black, Shadow Gray, Desert Sand, and Crystal Blue, each tested and selected for strong consumer appeal.
A central creative device anchored the campaign: the headset framed against an airplane window, paired with lifestyle photography that conveyed sophistication, travel, and luxury. This concept became a versatile foundation, scaling across multi-channel and multi-funnel advertising.
Working closely with Marketing, RDM, and the Innovation Design Studio, I built a motion graphics system informed by Marketing’s initial visual direction. In turn, the motion work shaped and refined the final visual system, creating a cross-functional collaboration that tied directly to in-store visualization and immersive and choreographed Apple Store displays. Using the same system, we extended into performance marketing campaigns across social, influencer, email, and broadcast.
The Beats Skyline Collection became a major global launch, seen by millions and recognized for its elegant design and execution, marking another successful chapter in the Beats by Dre story.
A central creative device anchored the campaign: the headset framed against an airplane window, paired with lifestyle photography that conveyed sophistication, travel, and luxury. This concept became a versatile foundation, scaling across multi-channel and multi-funnel advertising.
Working closely with Marketing, RDM, and the Innovation Design Studio, I built a motion graphics system informed by Marketing’s initial visual direction. In turn, the motion work shaped and refined the final visual system, creating a cross-functional collaboration that tied directly to in-store visualization and immersive and choreographed Apple Store displays. Using the same system, we extended into performance marketing campaigns across social, influencer, email, and broadcast.
The Beats Skyline Collection became a major global launch, seen by millions and recognized for its elegant design and execution, marking another successful chapter in the Beats by Dre story.
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CREDITS
Creative Direction: Casey Ryder
Motion and Design-Art Director: Carlo A. Flores
Digital Direction by Jason Mott
CREDITS
Creative Direction: Casey Ryder
Motion and Design-Art Director: Carlo A. Flores
Digital Direction by Jason Mott