JBL
REMASTERING A HERITAGE BRAND
As creative director for JBL, my work focused on growing our relationship with the brand and product teams, building a trusting partnership, and ultimately, using the strength of that relationship to develop a bold strategic and creative vision to match their ambitions.
Our years-long collaboration resulted in a dynamic and totally new take on the brand look, feel, and tone across digital and social. Everything from product and lifestyle photography, to new product launch cmapaigns were put through this new creative filter.
We even developed a pipeline of brand innovation, integrtating technologies, like AR, into the digital and retail shopping expereince.
Using cultural insights to drive our approach, our finely-tuned aesthetic, resonated with their audience leading to a 23% increase in IG followers, 56% more engagement on content, and a 191% increase in real conversation about the brand on social.
At the heart of this brand revolution was vibrant "unrehearsed" product and lifestyle photography that breathed life into their visual storytelling. The photo style was inspired by a historical catalog of raw, behind-the-scenes editorial work.
FALL/WINTER
SPRING/SUMMER
PROTOTYPING THE FUTURE
OF RETAIL
JBL is known for packing incredible sound into beautiful, iconic form factors. People love the sound out of the box and fall deeper in love with the products once they uncover the killer features, which often go overlooked and under-communicated in retail.
To solve that problem, we prototyped a first-of-its kind AR retail expereince that highlighted key features and functions in unexpected ways only possible with mixed reality. Turning shopping into an unforgettable and unbeliebaly compelling brand and product expression.