Beats
Pop 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, I led motion design for a global campaign in collaboration with Spanish artist Okuda San Miguel, whose geometric sculptures and vibrant murals are instantly recognizable. This high-profile rollout introduced a bold new line of Beats headphones, brought to life through an innovative visual identity that appeared in Apple stores worldwide as part of a fully integrated 360 campaign across digital and physical platforms.
Working closely with the print and marketing teams, and music artist MNEK, I translated Okuda’s signature aesthetic into a vivid, playful universe of color that seamlessly aligned with the Beats brand. Our motion exploration paired his rich patterns with the energy of MNEK’s track COLOUR, crafting a kinetic narrative of repetition, pattern, and fluid product interaction, anchored by vibrant typography. The motion design exploration ultimately informed the direction of the print and physical campaign, including an extensive, versatile template ecosystem that could be adapted across multiple platforms and uses.
In collaboration with production, I worked with international teams to ensure localization across 40+ countries. I helped build schedules that encouraged experimentation while meeting delivery goals, and worked to maintain creative alignment across all motion, video, and print executions. The result was a cohesive, visually striking system that set the tone for a landmark Beats product line.
Seeing the work come to life across Apple stores worldwide and watching the campaign roll out internationally was an unforgettable career milestone.
Working closely with the print and marketing teams, and music artist MNEK, I translated Okuda’s signature aesthetic into a vivid, playful universe of color that seamlessly aligned with the Beats brand. Our motion exploration paired his rich patterns with the energy of MNEK’s track COLOUR, crafting a kinetic narrative of repetition, pattern, and fluid product interaction, anchored by vibrant typography. The motion design exploration ultimately informed the direction of the print and physical campaign, including an extensive, versatile template ecosystem that could be adapted across multiple platforms and uses.
In collaboration with production, I worked with international teams to ensure localization across 40+ countries. I helped build schedules that encouraged experimentation while meeting delivery goals, and worked to maintain creative alignment across all motion, video, and print executions. The result was a cohesive, visually striking system that set the tone for a landmark Beats product line.
Seeing the work come to life across Apple stores worldwide and watching the campaign roll out internationally was an unforgettable career milestone.
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CREDITS
CREDITS
Artwork by Okuda San Miguel
Track: “Colour” by MNEK feat. Hailee Steinfeld on Apple Music: beats.is/Colour
Creative Direction: Casey Ryder
Motion and Design-Art Director: Carlo A. Flores
Senior Lead Producer: Tara Moncure
Motion Designer: Eric Zunkley
Digital Direction by Jason Mott
Graphic Design by Ailrick Young Jr.
Track: “Colour” by MNEK feat. Hailee Steinfeld on Apple Music: beats.is/Colour
Creative Direction: Casey Ryder
Motion and Design-Art Director: Carlo A. Flores
Senior Lead Producer: Tara Moncure
Motion Designer: Eric Zunkley
Digital Direction by Jason Mott
Graphic Design by Ailrick Young Jr.