Beats by Dr. Dre’s Collaboration transformed Brown, the lovable icon from LINE FRIENDS, into DJ Brown. Custom seeding kits were sent to influencers of the Limited Edition Solo 3 Wireless Headphone.
BEATS / LINE FRIENDS
#BROWNGOTBEATS
Beats / LINE FRIENDS スペシャルエディション Solo3 Wireless をさっそくトライしました🐻💜✨#BrownGotBeatshttps://t.co/vhNuCApSpD#スダンナユズユリー pic.twitter.com/OrMSFBUyvS
— スダンナユズユリー (@s_y_y3) August 18, 2017
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_main.jpg)
PROTOTYPE
Working with Shanghai, China to produce the kits, communication was important.
3D prototypes were used to give a visual.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_mainopen.jpg)
PRODUCT RENDERS
In collaboration with Line Friends, The limited edition Beats by Dr. Dre / LINE FRIENDS Solo 3 Wireless is Now Available. #BEATS/LINEFRIENDS
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_prd.jpg)
360˚ ILLUSTRATION
Inorder to create the 360˚ view of DJ BROWN I had to Illustrate the Back and Sides using very strict Guidelines. Beats by Dr. Dre and LINE FRIENDS had approve all character drawings.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_360.jpg)
EXPLORATION
Key art and LINE FRIENDS characters were used to explore different kit designs.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_allneon.jpg)
PATTERN / NEON LIGHT
To play off the neon key art, a LED lighting would activate when lid opens.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_pattern.jpg)
ZOOM VIEW
Kit has LED tubing that stay on allowing light to pass through the lid die-cut of BEATS BY DR. DRE / LINE FRIENDS logos.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_zoom.jpg)
SIDE VIEW
3D render with neon glow frame prototype.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_side.jpg)
FULL VIEW
A message card to the influencer and a mask are gifted in the kit to allow for photo opportunities.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_top.jpg)
SQUARE BEAR
FUZZY WUZZY WAZ A BEAR. The full kit is covered in the soft plush material as the case.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_fuzzy.jpg)
CLEAR / RUBBER BAND
Designer Toy Kit experience.
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/LineFriends_ImgSize_clear.jpg)
BREAKDOWN
![](https://www.lubomiramilkova.com/wp-content/uploads/2017/11/Unknown.gif)
STUDIO: BEATS BY DR. DRE / APPLE
LEAD CUSTOM PRODUCT DESIGNER: DEREK STERKEL
CREATIVE DIRECTION: CASEY RYDER
ART DIRECTION: MICHAEL MALOWANCZYK
COPY WRITERS : CASEY BECK / DAN SPOONER
SEEDING KIT DESIGN: MIRA MILKOVA
DJ BROWN 360 ILLUSTRATION: MIRA MILKOVA