Positioning Audible within a global cultural moment anchoring the brand in hip-hop through storytelling.
Overview
The 50th anniversary of hip-hop was a global cultural moment across media and brands. Audible entered the space by spotlighting original content and memoirs from artists including Snoop Dogg, Lil’ Kim, and Yasiin Bey. The campaign was anchored in a single idea—celebrating 50 years of hip-hop storytelling—framing the brand’s role with authenticity and respect in a space it hadn’t previously occupied. The work extended across trailers, paid media, product surfaces, experiential activation, and marquee placements during the official concert at Yankee Stadium.
Role
Creative Director — Led creative positioning and campaign development across channels. Defined the narrative framework and visual direction, guiding execution across trailers, media, product, and live activation in partnership with Amazon Music, NTWRK, and Mass Appeal.
Hero Spot
Extended from screen to stage—culminating in a bespoke launch event.
Unified a diverse set of titles under a single narrative—connecting artist-led originals and cultural memoirs.
