Beats by Dre

This project was developed while I was working as the Creative Producer at the agency of record for Beats by Dre, during a broader initiative to reset the brand’s social identity from hyper-polished to more lo-fi to market to Gen Z. I helped oversee a global network of Gen Z creators to produce culturally fluent, platform-native content, while also supporting larger productions in Paris and Tokyo in collaboration with Telfar and Verdy.

The work reflects my role in seeing the bigger picture for large brands — aligning many moving parts toward a cohesive point of view, and ensuring individual executions contribute to long-term brand direction rather than one-off moments.