Case study
Client
Beats By Dre
Services
Social Media
Year
2021
Challenge
Beats needed authentic creator storytelling in Japan without the polish that kills credibility with young audiences — and a production model agile enough to keep up with creators’ real lives.
Decision
I directed the IRL (In Real Life) series as an open canvas: creators shared their lives through video, photography and audio with a DIY production approach, and we curated rather than scripted.
Outcome
Japan became the only market globally to continue and expand the IRL series, based on its engagement and audience resonance.
Key metric
Only market worldwide to extend the IRL series
The work
IRL Content series - Japan Market
Directed the development and rollout of the Beats IRL (In Real Life) content series, designed to capture authentic, raw storytelling from creators through a highly agile, DIY-style production approach. Empowered influencers with an open canvas to share their lives via video, photography, and audio, curating diverse narratives that celebrated creativity and self-expression. The Japan market achieved exceptional engagement and audience resonance, becoming the only market globally to continue and expand the IRL series based on its outstanding performance.
https://x.com/BeatsbyDreJP
