Beats by Dre: Straight Outta
As the movie about the infamous rap group N.W.A set to release, we used the cultural momentum to fuel a campaign of our own. For Beats’ founder Dr. Dre, naming the record “Straight Outta Compton” was a statement of pride for his hometown. But you don’t have to be from Compton to rep your city.
Working with famed photographer Jonathan Mannion we created a crisp, powerful style for the work. Using the Straight Outta Compton insignia, we created a custom badge for each talent to represent their hometowns.
From there we created an insignia generator where users could upload their own images and customize the name of their hometowns. Within hours of launch Straight Outta Somewhere was trending on Instagram, and it became the first ever brand created content that simultaneously trended on all 3 social media channels.
The articles, spoofs and media attention were endless.
