Building the original challenger brand

Jimmy Lovine and Dr Dre brought Beats to the market with an ambition to change the game. As a young challenger brand, we were a key creative catalyst for Beats. The brand launch made a mark in every corner of the world and accelerated their path to audio domination. From brand activations, events, product launches and PR stunts (AKA getting the product on the ears of Olympic Athletes), to bespoke products and packaging, our impactful brand concepts created headlines and commercial demand. Working at the speed of culture we took Beats from five people to a $1 billion-plus, global brand in just six years.