Un-yawn, my friend

Beats Social “Dark Mode”

For: Beats By Dre

I handled the voice behind Beat’s social accounts (Twitter, TikTok, Instagram, and Facebook). 

For “Dark Mode,” we discovered that this was the name of Ja Morant’s mantra when he was deeply focused on his training. 

Since Lil Baby was Ja Morant’s favorite artist, we created an original track and video that featured the two that mirrored the state of Ja’s mind when he was in focus mode. 

I wrote social copy that built on the aesthetic of the video — and created daily engagements that focused on being in prep mode. 

The goal of each post was to come across as a curator of culture that’s authentically connected to what exists within it. 

Tuesday Oct 5 2021