JBL X COVID
(Agency)
(Client)
Client Name One
(Role)
Art Director
Insight + Strategy
In the wake of 2020, social media shifted. Audiences were no longer impressed by perfectly curated feeds or one-off brand moments — they wanted brands that meant something. JBL tasked us with reimagining their global social presence for this new era: one defined by participation, authenticity, and purpose. The goal was to evolve JBL’s digital voice from polished and product-led to real, relevant, and culturally fluent.
We partnered with strategists, stakeholders, and audience researchers to decode the post-2020 social landscape — where sincerity replaced status, and Gen Z’s cultural force reshaped what it means to “show up” online. The insight was clear: to stay relevant, JBL needed to stop speaking at audiences and start speaking with them.
We repositioned the brand’s social ecosystem around three guiding principles:
Shareability — Inviting participation and contribution, not just reactions.
Authenticity — Showing up with honesty, humility, and personality.
Accessibility — Making the brand feel open, democratic, and human.
This was less about posting more — and more about being more present.
Creative platform + activation
RESULTS
Voice & Visual Overhaul: Shifted JBL’s tone from high-gloss escapism to grounded realism — mixing bold photography with cultural relevance and unfiltered personality.
Cultural Calendar: Built a content framework that moved beyond product launches to engage with real-time moments, movements, and causes that mattered to the audience.
Community-Centric Content: Introduced participatory formats, spotlighting creators, fans, and authentic stories that celebrated self-expression and sound culture.
Cross-Functional Collaboration: Partnered with regional teams to ensure a unified yet flexible visual language that resonated globally while allowing for local nuance.