BEATS BY DRE TYPOGRAPHY / MOTION DESIGN / CREATIVE DIRECTION / PRODUCTION / PHOTO EDITING
Designer/Motion - Carlos Duran
Director - Mateo Nikolav
Producer - Andrew Mendez
Producer - Mikey O’Grady
Stills/Producer - Ogechi Onyenechehe
Music/Sound - Shuai Tu
Product Design - Ry Hermann
Director - Mateo Nikolav
Producer - Andrew Mendez
Producer - Mikey O’Grady
Stills/Producer - Ogechi Onyenechehe
Music/Sound - Shuai Tu
Product Design - Ry Hermann
As part of the inaugural Beats Academy program, I worked alongside Translation LLC to deliver a campaign that highlights NIL athlete, Kiki Rice's skills and personality.
In this experience, I created, conceptualized, and presented campaign ideas through decks, I fulfilled the creative agency role on set, and designed multiple supers as final deliverables.
In this experience, I created, conceptualized, and presented campaign ideas through decks, I fulfilled the creative agency role on set, and designed multiple supers as final deliverables.
Problem
Aside from ideating the story for the commercial and on-set producing, I was tasked with creating a super that captures the tone of my team's campaign while highlighting the electric skills of Kiki Rice.
Process
Based on the first campaign titles and direction, I began creating supers with Kiki's UCLA colors which are blue and white. I also wanted to explore text with some sort of lighting effect with it, as it would be demonstrated as her skill in the campaign. After campaign changes and revisions, the new direction was to create a super that is classic white on black with an electric feel. I proceeded to create new supers with different titles.
Solution
I completed more than 20 supers in specific dimensions needed for output such as TikTok, Instagram, X, Youtube and Facebook. The super was animated and featured in Beats by Dre's Kiki Rice campaign.
Aside from ideating the story for the commercial and on-set producing, I was tasked with creating a super that captures the tone of my team's campaign while highlighting the electric skills of Kiki Rice.
Process
Based on the first campaign titles and direction, I began creating supers with Kiki's UCLA colors which are blue and white. I also wanted to explore text with some sort of lighting effect with it, as it would be demonstrated as her skill in the campaign. After campaign changes and revisions, the new direction was to create a super that is classic white on black with an electric feel. I proceeded to create new supers with different titles.
Solution
I completed more than 20 supers in specific dimensions needed for output such as TikTok, Instagram, X, Youtube and Facebook. The super was animated and featured in Beats by Dre's Kiki Rice campaign.
Problem
I was tasked with creating another super that would introduce our interview on what Isaiah Collier and Kiki Rice's basketball 'icks' are. Isaiah was the second athelete for the other team’s campaign.
I was tasked with creating another super that would introduce our interview on what Isaiah Collier and Kiki Rice's basketball 'icks' are. Isaiah was the second athelete for the other team’s campaign.
Process
I began hand-making type that have a basketball/collegiate feel to it, which to me is typically bold, all uppercase lettering. With the intention of being playful, I explored distortion within the handwritten text and decided to warp the letters into a basketball. This idea was favored by my directors and got a green light to create three animations; a pop in, roll in, and a bounce animation.
I began hand-making type that have a basketball/collegiate feel to it, which to me is typically bold, all uppercase lettering. With the intention of being playful, I explored distortion within the handwritten text and decided to warp the letters into a basketball. This idea was favored by my directors and got a green light to create three animations; a pop in, roll in, and a bounce animation.
Solution
I created 6 supers on a short turn around time, animated the supers, and delivered to Beats by Dre to include in their TikTok account with over 600K followers.
I created 6 supers on a short turn around time, animated the supers, and delivered to Beats by Dre to include in their TikTok account with over 600K followers.
Photo Editing
Below are stills I edited shared by Beats by Dre on their X and Instagram accounts with 3.8 million followers. The objective was to match the same cool, clean aesthetic the campaign has with blue hues.
Below are stills I edited shared by Beats by Dre on their X and Instagram accounts with 3.8 million followers. The objective was to match the same cool, clean aesthetic the campaign has with blue hues.
