GAME RECOGNIZE GAME.

I got to work on a kickass project with an audio partnership between JBL and Lil Wayne. It was for the product release and launch of his signature line of headphones. We approached the campaign with the story of Lil wayne first being discovered at the ripe old age of 9 yrs old. The idea of “game recognizes game” is one part someone see’s you got skills and another part is where someone pays it forward and gives you a chance to succeed. When users bought the product, they would get access to the Audio Beat Mixer App to be able to create new beats and even record a new rap or music track. Then through social media and influencers the most talented would get a chance to go in front of Lil Wayne to see if they have what it takes to get “Recognized.”

The “Recognize” campaign was set to takeover social media, print, digital, video, experiential with branded content. I designed various areas of the launch including: product design, brand identity, video, packaging, advertising, and brand activations.

Product Design & Art Direction

Our design approach was to bring out the key elements found in rap and street culture from apparel to the club to fashion to the gang life.

AUDIO BEAT MIXER APP

Print & Brand Activations