As an entry-level headphone with high quality sound, the new Beats EP was meant for new audiences. Together with Z. Tao, China’s biggest and most controversial pop star, we told a new audience to START LISTENING. Why? Well Z. Tao, was known for telling his haters off with “Because” statements, so we leveraged this and told the music world exactly why he is who he is.
For Beats and Z.Tao social channels we created a set of GIFs to use as reactions to news and trending topics. The GIFs were quickly picked up by the fans and distributed around as stickers on WeChat and used for memes on Weibo.
BRAND
Beats by Dre
AGENCY
R/GA
ROLE
Creative Direction
AGENCY TEAM
Executive Creative Director:
Rodrigo Sobral
Creative Directors:
Kim Jerbo
AJ Musial Rivvers
Producer:
Abram Sitzer
PRODUCTION
Iconoclast
Director:
Rohan Blair-Mangat
BEATS TEAM
Executive Creative Director:
Ryan Gerber
Executive Producer:
Perrin Rausch
OCULUS
GOLDEN STATE WARRIORS