"Beats IRL" is a brand franchise that celebrates the creativity of the youth, by extending the Beats Social platform  as a springboard for their ideas and energy to live in. 

We commission 4-6 Gen-Z artists monthly,  to create stories authentic to their journeys -which we prepare and produce to post in Beats social channels.

As Creative for the account, I was responsible for  casting the Gen-Z Creators and briefing them into the program, editorializing their work to fit our visual language, and oversee our in house video-editing team in putting together impactful stories from their submissions into a short film piece which allows the audience to deep dive into each creators process and passions.

Creative / Art Director / Storytelling Lead

All works found here are published on

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