Beats by dre: the pills

 
 

HOW IT WORKED

To get the word out about The Pill, Beats' new wireless speaker, my partner and I created a set of characters called "The Pills." Small but loud, they were a dysfunctional family of speakers, voiced by Chris Rock, Eminem and Nicki Minaj.  

Though we recorded several scripts, the original cartoon series in the end became just a couple :30 spots. But thanks to Beats' amazing relationship with artists, the characters still showed up from time to time in pop culture.