Beats by Dre

This project was developed by Executive Creative Director Kelly Fulton and Supervising Producer / Creative Producer Shelby Nico Diamond while working together at the agency of record for Beats by Dre, as part of a broader initiative to evolve the brand’s social identity from highly polished campaign work toward a more lo-fi, platform-native approach designed to resonate with Gen Z audiences.

Together, they helped shape and oversee a global network of Gen Z creators, developing culturally fluent content across social platforms while supporting larger-scale productions in Paris and Tokyo in collaboration with Telfar and Verdy. The work reflects a shared approach to stewarding complex brand ecosystems — aligning creative vision, talent, and production across multiple markets to ensure individual executions contribute to a cohesive, long-term brand narrative.