Beats | Beats Pill
The brief was to establish Beats Pills speakers as part of mainstream culture. They’re small but loud. And the Beats Pills characters mirrored these features by commenting on moments of culture and adding to it in ‘real-time’.
Unity 3D was used to puppeteer the characters so content was bespoke to every moment. Each Pill was voiced by a celebrity picked to fit one of the personalities within a group dynamic established for the US. As a truly global campaign we then rolled out the project in the UK whilst staying relevant to the local cultures of the diverse, little island. We did the same for France and Germany, with the help of local creatives.
The project gained coverage in Dazed Digital, Village Voice, Marketing, The Drum, Trendhunter, Adweek(twice), Campaign and more.
It kicked off with launch films for TV and online.
The Pills had an online interview series where they got real with celebrities. We used live puppeteering through Unity to bring the Pills to life in this series.
We produced lots of reactive content (a few are shown below):
TOV for Pills Concept & initial launch
Creative Director: Sanam Petri
Design Director: Peter Jupp
Producer: Taraneh Khorowshahi
European Launch
Creative Director: Iain Robson
Creatives: Ciaran McCarthy, Edwin Latchford, Luke Wicker
Senior Designer: Andy Bull
Producer: Souad Setti
Production Partner: Framerstore