JBL launches a new line of headphones, aiming to create relevance and drive purchase of the product among action sports athletes in the most authentic way possible.

Lock and roll.

I directed a cross-functional team that launched JBL Grip, a new line of earbuds guaranteed to never fall out. I was primarily responsible for leading product name development and providing design direction throughout the packaging design process.

Once the product was ready to launch, our team created a campaign concept centered around the idea of travel and exploration, and I led production planning, photo and video production and post production for two global shoots. This resulted in a series of entertaining and educational social videos and a wide variety of action and lifestyle photo assets.

My role.

• Product naming

• Product packaging design management

• Campaign strategy

• Photo + video pre-production management

• Photo + video production management

• Photo + video post-production management

• Organic social + paid digital ad management