We all lost sleep in 2020. More than 2/3 of the U.S. population felt that the effects of the pandemic negatively impacted their sleep. The relaunch of Bose Sleepbuds happened at a time when people were feeling really anxious. Our goal was to give people hope that Sleepbuds could help them fall asleep and stay asleep. Instead of focusing on the negative aspects of sleep struggles, we focused on the wake-up moment, when you feel like you've had your best sleep ever.
To augment the #BestSleepEver campaign, we wanted to establish a partnership with a celebrity who could make an authentic connection to wellness and help drive awareness for Sleepbuds on a larger scale. We sought out actor Sterling K. Brown, and then we partnered with Conde Nast to create content for Self Magazine and GQ's 10 Essentials.
In 2019, I began supporting the Bose Health Division as they were preparing to launch their first over-the-counter hearing aid. As part of this effort, I learned a lot about hearing loss, the hearing community, and the FDA. This is just some of the work I co-led and executed as a part of the team.
For the launch of the SoundLink Color speaker, Bose wanted to set itself apart from other brands. They were all leading with "bring the party" messages, but our consumer insights pointed us in a different direction. We learned that most people listen to music alone and that music is a huge motivator that sets the day in motion. That led us to think about people's emotional connection to their music and its role in their lives.
Bose Aviation wanted to inspire pilots to learn more about their A20 Aviation Headset. They already had connections to many notable aviators, so we built a campaign around their passion for flying. "Why I Fly" became a series of personal stories told through the eyes of these amazing pilots. I created an outline for each video, interviewed the pilots, recorded them, and worked closely with the editor in post-production. During the shoot, I watched jaw-dropping aerobatics, hung out in a Pilatus, and "flew myself home" in a flight simulator. I'm happy to say I'm no longer afraid of turbulence.
Before Sonos was a household name, Bose launched a series of wireless speakers called SoundTouch, which allowed you to have different speakers in different rooms playing the same or different music. You could control them with an app, OR you could press a button right on the speaker, and your favorite music would be ready to play. The idea was to make listening as simple as possible. Here's the TV spot and print ads I wrote.