I was the lead Creative Director on the cross-functional team that launched JBL Grip, a new line of earbuds guaranteed to never fall out. I was primarily responsible for product name development and providing design direction throughout the packaging design process. My extensive background in skateboarding and snowboarding helped to guide the team towards solutions that could connect with the core in an authentic way without excluding the general enthusiast.

Once the product was ready to launch, I developed a campaign concept centered around the idea of travel and exploration, and I developed the storyboards, created comprehensive art direction documents and extensive, location specific shot lists for two global shoots. The results of both shoots fueled the development of print and digital content that not only entertained but also educated the consumer on the brand’s newest technology.