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STEM PLAYER
when kanye began to spread hate, beats by dre
bought his product and used it as a device for love
cause the stem player was "designed to divide tracks, not people"
PHASE ONE
flyers and billboards announce that the stem player is "under new ownership".
they are placed near thriving music scenes such as clubs, concert venues, studios, record shops, etc. - building underground excitement about changes to the revolutionary stem player technology
PHASE TWO
after phase one creates buzz about the future of the stem player, beats by dre officially announces that they have purchased the technology
along with this announcement they reveal their tagline for the product "designed to divide tracks, not people"
PHASE THREE
beats by dre releases the major campaign elements in video and print
each element highlights a feature of the stem player while simultaneously emphasizing a message of acceptance and equality
this art director
is incredible 10/10
director: remington butler
producer: alex mcbride
dp: taylor ballard
copywriter: john starkweather
strategist: jake babcock
assistant art director for video: kennethia dorsey
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