When Skullcandy looked to launch a new line women’s specific headphones and accessories, I worked with the CEO and Brand Director to deliver a strategy that would speak to the energy of the brand and also tap into existing cultural directions. At the core of this strategy was to partner with two key women that were pushing culture forward in different ways.

The first was model Chloe Norgaard who had a look and hair that matched perfectly with the moment and with the energy of the brands collection. Chloe was used for launch and the entire campaign, bringing a ton of attention and energy to the new offering and the brand as a whole.

The second component was to partner with a musician, and at the time Grimes was just about to blow up. The strategy outlined a long-term relationship and collaboration with the musician and artist and though the brand ultimately never made this happen we did kick off the campaign with a pre-grammy Grimes show that saw Lorde, Katy Perry and Rihanna in attendance at the small House of Blues venue.

Ultimately these two pieces of the strategy, along with many other elements, gave the brand the heat it needed to sell-through product and gave the internal team a point of view for the women’s business as a whole. This was an extension of the initial strategy work done for the main brand and the new tagline I created for them, Stay Loud.