Client:   Beats By Dr. Dre
Project: Straight Outta

In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre.

To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity and art, we launched With its simple UX, visitors could create custom memes to rep their own origins.

Artists and athletes from Compton inaugurated the campaign. Other celebrities joined in without any endorsement money.

Within 24 hours, #1 trending topic on Twitter, Instagram, and Facebook
10.8M visits
6.8M unique visitors
686K shares from site
263K Instagram posts
314K Twitter posts