Specs

• 24 x 36 inches / 7200 x 10800 pixels

• Original photo print in a passe-partout frame

• Fuji Flex high-gloss

• Solid custom wood frame dipped in gold

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Overview

Our third piece is for the iconic consumer electronics brand Beats by Dr. Dre / Beats Electronics and this one is a bit different and more of a personal one to me...

As the cliché goes, "life is like a movie" and working at Beats by Dre for 3.5 years at the start of my career honestly felt like being thrust into a crazy movie which completely changed my life... so we made this slice of my own life story at Beats from 2012-2015 in the style of a movie poster.

The three gents at the bottom (Dr Dre, Jimmy Iovine, Luke Wood) are the foundation of the brand, backed by some of the top athletes, entertainers, and cultural innovators of the world...

"Jimmy Iovine is the levitator, Dre is the innovator."- Eminem claims on The Defiant Ones

I remember one summer Saturday morning in 2012, I was in the middle of moving off my friend's couch in Hollywood into a tiny apartment with two roommates—shirt drenched, sweating buckets on Wilshire when I got a call from my new boss, Tyler:

"Pack your stuff RIGHT NOW, we need you on a plane to London in four hours to carry a bag of gold headphones to LeBron James camp, they're about to win gold" 🥇

That summer at the Olympics resulted in one of the wildest guerilla marketing/PR moments ever with every athlete choosing to wear Beats as they focus on prepping for their event, even though we weren't a sponsor...

...next to Lil Wayne rockin the Million Dollar Headphone made out of diamonds at the NBA all-star game in 2012...

...working with Neymar Jr.'s team to be the face of the 2014 World Cup Game Before The Game campaign (the first time I had been back in my birthplace, Rio de Janeiro, in 14 years)...

We had a super small, nimble marketing team—it was crazy being part of a brand that grew to $3.2B in three years and sold to Apple as its biggest acquisition ever, which leads to my favourite part of the piece:

The super rare photo of Steve Jobs at the very top rocking one of the very first pairs of Beats Studio's ever. Jimmy would go round to EVERYONE he knew and asked them to put them on and try them out. He trusted Steve with his vision early on and really wanted to shift the way the world consumed music through tech for the better.

It reminds me that the relationships we build throughout our life can manifest into amazing bonds leading to potentially wild opportunities we could never imagine.

- CGR