Beats Pill⁺

The Pill⁺ was the first fully redesigned product after Apple acquired Beats. 

Which meant the sleek speaker had a complete overhaul from the original model — all new insides along with the fresh look on the outside. So in order to sound like I knew how a speaker worked, I had to become a product engineer — fast. 
Turns out that required years of school and too much math for an artsy fart. So I worked closely with Apple's team of experienced engineers to grasp the understanding of the specs and then translated it into Apple's conversational language injected with Beats' signature personality. The launch campaign featured an overview microsite that even a monkey could understand. Cue the Coldplay video.


Official product tagline
Beats by Dre
Pill⁺ launch and campaign
NAture of work
Website, Digital, Technical copy, Product tagline, Packaging, Campaign concept

Latest works