CREATIVE. DESIGN. MANAGEMENT.
DESCRIPTION: Wired in-ear bud with mic3 designed for an Apple Store pitch... which we nailed!
TEAM: Direction/iD-Pete Kelly, Engineer-Josh Poulson, Art Direction-Kevin Horsburgh
CONTEXT: This was a quick strike project. It was going to be showcased to the Apple retail buyer so the intent was to come up with a premium look and feel that can sit on peg next to an apple bud and not seem cheap and toyish.
We moved so fast that I started in 3D without even a sketch as guidance. There were no real inspiration boards or a direction other than we knew we wanted a turned aluminum front end and an inlay logo.
I tried to build in richness with layers, parting lines, turned aluminum texture and an inlay logo. I separated the top and bottom housing with a heavy parting line and textured each half in tool for contrast. This is how it got its name…the 50/50.
We were the first retail partner at Apple retail that had a equivalent mic controller as their new mic innovation which validated investment in infrastructure and speed to market urgency.