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

PROTOTYPE
Working with Shanghai, China to produce the kits, communication was important.
3D prototypes were used to give a visual.

PRODUCT RENDERS
In collaboration with Line Friends, The limited edition Beats by Dr. Dre / LINE FRIENDS Solo 3 Wireless is Now Available. #BEATS/LINEFRIENDS

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.

EXPLORATION
Key art and LINE FRIENDS characters were used to explore different kit designs.

PATTERN / NEON LIGHT
To play off the neon key art, a LED lighting would activate when lid opens.

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.

SIDE VIEW
3D render with neon glow frame prototype.

FULL VIEW
A message card to the influencer and a mask are gifted in the kit to allow for photo opportunities.

SQUARE BEAR
FUZZY WUZZY WAZ A BEAR. The full kit is covered in the soft plush material as the case.

CLEAR / RUBBER BAND
Designer Toy Kit experience.

BREAKDOWN

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