The first part of this multiple-platform promotion is a brochure that is meant to be both inserted in each product box as well as a handout sleeve next to the products at the store. The brochures are tri-fold and give a brief description of all products, what's in the box (if applicable), and a quote from Dr. Dre himself.
The far left of the top image and the far right of the bottom image are removed with one cut, leaving the side profile of the headphones next to Dr. Dre's words as the front cover. Dr. Dre's image is revealed when the cover is opened.
The second part of the campaign is a mobile app concept. Dr. Dre himself is standing on a white background, there to answer either pre-made or user-generated questions. This concept is exciting because it allows the user to ask their own questions, requiring a large amount of preparation by recording several responses by Dr. Dre. Users can get spoken responses directly from the founder of the product they are interested in.
The print ads below were created to convey the idea that Dr. Dre Beats can be used for more than the hip-hop genre of music. The making of these ads included a photo shoot as well as creation of the sound waves.
A microsite is the final part of the Dr. Dre Beats promotion. Navigation is simple and produces a result similar to that of the mobile app.
The making of these concept shots included making the headphone jack from scratch in Adobe Illustrator as well as the buttons in Photoshop.
