R/GA created these tiny, trash-talking characters to personify Beats by Dre’s “Small But Loud” speakers and comment on culture in real time. I stepped in at launch to lead creative on a 360° campaign that included TV, social, out-of-home and digital out-of-home.
2014
R/GA
🏆 Cannes: Gold Media Lion
R/GA
🏆 Cannes: Gold Media Lion
![](https://freight.cargo.site/t/original/i/fc60a0aa9bedaba319f1c4dde74b04cb9e079e1d7294be6949e29b14a776a8e5/pills_breakingbad.jpg)
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The Pills got hyperlocal and hyper-contextual in digital out-of-home, riffing on their locations and the current weather conditions.
![](https://freight.cargo.site/t/original/i/48b1005c9eb94e97581a2c4fea34d695b28f50239db0a9182248683e596fe9cb/Pills_OOH_SoHo.jpg)
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They even talked their way into some spots for other brands: