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. 

But that was way science-y. Instead I worked with Apple's team of experienced product designers/engineers to get the language of the specs just right and then injected Beats' signature wit. The launch campaign featured a product microsite that even a monkey could understand. Cue the Coldplay video.


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


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