BEATS BY DRE: DEDICATED
In the run-up to the bout, Conor McGregor's racially charged comments against Floyd Mayweather were making headlines. Beats boldly decided to make a statement that Conor's story is like every great come-up story, no matter the color of his skin. And Conor's nickname, "Notorious," gave us a good place to start.
ABOVE THE NOISE
I'd worked with Beats early on in my career. I was actually the first creative director they ever worked with, back when they were just 13 people working out of Interscope's offices in Santa Monica.
So when I got a call from them asking if I wanted a chance to turn around a quick project, I knew what I was getting into. I just didn't realize what a fun opportunity it would turn out to be. Within a matter of days, I was standing in a locker room with Conor, asking him if he'd take his boxers off for the camera. (The answer was no.)
It was also great to get my hands dirty writing a script again; it had been awhile since I got to play both copywriter and creative director.