Beats – Brand activation for the Australian Open

“From the start it was clear Sharon and Brence operate very professionally and have the ability to add layers of creativity to a brand experience concept. Their continued energy on-site was truly impressive! We loved working with Image Workshop and couldn’t have expected a better service, particularly considering the timeline. It was a real pleasure.” – Tom Ironside, Global Executive Producer, MKTG

To tie in with brand ambassador Serena Williams’ appearance at the Australian Open, iconic headphone company Beats By Dre tasked us with designing and running a pop-up photography brand activation in Melbourne’s high profile Fed Square location.

We constructed a fully kitted out photography studio and surprised passers-by with the chance to star in their very own campaign image, styled just like Serena’s.

Wearing the new Beats wireless headphones while listening to a pumping soundtrack, participants had a mini 1-minute photoshoot, with their best picture edited on the spot and emailed to them instantly to keep and share on social media.

We photographed everyone from international and local celebrities to the general public, with Sharon’s mad skills at getting people to have fun and show their personalities on camera really shining through.

835 – people photographed
4 minutes – total time from ‘first shot fired’ to ‘final edited image emailed to participant’
Public comments on social media: “Move over Serena! Superstar treatment with Beats!”, “Even in the same styling as Serena’s campaign, how wonderful”, “Stopped in to see the crew from @beatsbydre at the #australianopen today. They’ve stepped it up yet again!”

Client: Beats by Dre
Agency: MKTG