KEVIN LU

ART DIRECTION

[INFO]

“It’s The Music” Pt. II

—Beats by Dre^®

PRODUCT CAMPAIGN
2021

Features are one thing. Sound is everything.

The Beats Studio Buds aren’t all about the tech that goes into them, because when it comes to your music, there’s only one thing that really matters — the sound.
In this campaign, we see our talent roster dismiss the tech features of the earbuds but instead, they dive into their favorite songs — telling us how about their connections with them and the emotions that go along with it.

[ALL FILMS HERE]

Agency: Translation

Castro Descroches, CD
Ray Smiling, CD
Rachel Leathers, Sr. AD
Mia Madrid, Sr. CW
Kevin Lu, AD
Karan Raikar, CW
Brooke Borglum, AD Intern
Kevin Dulorie, CW Intern

“FOR DAVANTE ADAMS, IT’S THE MUSIC” :30

“FOR NICK MERCS, IT’S THE MUSIC” :30

[EMAIL] [LINKEDIN] [INSTAGRAM]

©2023

Kevin Lu is
an art director & designer based
in NYC.

01 “KING OF THE COURT”︎︎︎
︎Beats by Dre^®

Brand Campaign, 2022

A campaign starring one of basketball’s most iconic father-son duos — LeBron and Bronny James — and their relationship with each other and music.

02 “MOVE HOW YOU WANT”︎︎︎
︎Beats by Dre^®

Product Campaign, 2022
A launch campaign for the Beats Fit Pros that shows how they give you the freedom to move with your music, however you see fit.

03 “FATHERHOOD”︎︎︎
︎Beats by Dre^®

Brand Film, 2022
A retrospective film that tells the story of LeBron as a father, and his relationship with his eldest son, Bronny, through the years.

04 GATEWAY︎︎︎
︎Gateway^®

Brand Identity, Web Design, 2022
A brand identity for an independent agency & production company based in Chicago, IL.

05 “EVERY DAY HOLDS A WIN”︎︎︎
︎Kaiser Permanente^®

Brand Campaign, 2022

An ode to NBA superstar Klay Thompson’s 941-day recovery journey and how he redefines what it means to win as he makes his return to the game.

06 “IT’S THE MUSIC” PT.II︎︎︎
︎Beats by Dre^®

Product Campaign, 2021

A product campaign for the Beats Studio Buds that celebrates music and where it takes us, rather than the technology behind them.

07 MACHUS︎︎︎
︎Machus^®

Brand Identity, 2019

A brand identity for one of Portland’s staple streetwear retailers featuring contemporary designers as well as thier own in-house apparel.

08 “THAT’S GAME”︎︎︎

Brand Campaign, 2021

A campaign that celebrates the love of basketball centered around an emphatic phrase uttered at courts around the world.

09 MTV DIGITAL DESIGN︎︎︎
︎MTV™

Logo & Digital Design, 2019–2020

A collection of logos, show-opens and digital assets from social shows across the MTV™ Entertainment Group.

10 REGULAR︎︎︎
︎ISSUE ONE

Editorial Design, 2019

A conceptual publication uncovering the ever-increasing overlap between digital culture and reality.