A global campaign to launch Beats Studio Buds in three new colors. With the release of three new Beats Studio Buds colorways, the Beats team came to SSS looking to create a campaign that led with color and captured the attention of a fashion-oriented female audience.

Honing in on Gen Z's affinity for switching up their style, we positioned color as a tool for self-expression. And with our audience's love of gaming in mind, we created the 'Choose Your Player' campaign, utilizing the character menu at the start of a video game as a metaphor for defining your style. With this campaign, starring Kaia Gerber, we brought each colorway to life through the lens of iconic Y2K video games, applying the creative direction across OOH, product video, and BTS capture.

Team: Michael Goldberg, Sally Simons, Tim Mcdonough, Steven Soto Bahar, Joaquin Barta, Claire Smight, Camron Galley, Lynn Son, Happy99, Hui Yeon Hwang