A full advertising campaign for Skullcandy — built from a single brand truth through strategy, manifesto, tagline, and a suite of campaign deliverables.
Role
Art Director
Strategy · Copy · Creative Direction
Context
MEJO 371 Class Project
Advertising Creative · UNC Chapel Hill
Duration
2 Weeks
Research through final deliverables
Deliverables
Full Campaign System
Truth · Strategy · Manifesto · Ads · Activations
01 / Overview
This project tasked us with developing a full advertising campaign for Skullcandy — the audio brand founded in 2003 in Park City, Utah, originally built for the outdoor action sports demographic and since expanded into the premium audio market.
The process moved from brand research through consumer insight, creative strategy, and ultimately a full suite of campaign deliverables — manifesto, tagline, video spot, billboard, social, branded content, partnerships, and IRL activations.
Our research pointed to one consistent finding: Skullcandy listeners are primarily attracted to the bass. That became the thread the entire campaign is built on.
Bold visual identity, powerful bass, and a culture rooted in music, movement, and unapologetic self-expression.
Avoid the generic "music for everyone" angle. Skullcandy's power is in who it's not for — finding that edge and making it the campaign's center of gravity.
02 / Brainstorming
Before any creative, we worked through a brand truth, a focused creative strategy, and a central idea that the whole campaign could stand on.
Skullcandy is known for its powerful bass, creating a deep and immersive listening experience.
People who don't like Skullcandy find the bass too intense.
Skullcandy is only for the ones that can handle it.
Convince
That
With Skullcandy, you don't have to settle for an ordinary listening experience.
Because
Skullcandy creates a listening experience that matches your intensity.
Support
Skullcandy headphones have a strong, immersive bass fit for the bold, intense, and extreme — you can feel it in your bones.
Idea Statement
You deserve not just to listen to music, but to feel and embody it. Skullcandy is made for people who want to live life bolder and louder — more bass, more color, more expression.
Campaign Tagline
03 / Full Pitch
The full deck covers the manifesto, tagline, billboard concept, TV spot script, social strategy, branded content, brand partnership, technology activation, influencer collaboration, campus pop-up, and wild card — all in one place.
The bass is too much for some people. We stopped treating that as a problem. Skullcandy is only for the ones that can handle it — and "Live Life on Full Blast" is what that looks like across every channel, format, and activation.