Beats by Dr.Dre


Concept Design

Sanam Petri & Peter Jupp Creative Team | Seb Hofer Concept, Character Design & Animation | Ten24 & Framestore CGI

I had the honour to develop character designs for my all time super hero Dr.Dre and his range of portable speakers called The Pills. The Pills are lightweight bluetooth speakers with a surprisingly powerful sound. Turning them into characters required an extremely like-able design with the right bit of an attitude to reflect their strong personalities. The initial design and body shape is rooted in far eastern vinyl toy culture and customs collectables. My designs were going round for round through internal pitches against many other world famous character design studios. In the end Dr.Dre himself choose my designs to be the character of The Pills. Unbelievable – What a dream come true. Since than the characters have been featured in ads and music videos with Nicki Minaj, Pharrell Williams and many others legendary artists. They even have been made into real vinyl figures. And I got the feeling all of this is just the beginning…


Cannes 2014,
Media Lion (Gold)

360° turn around

The Pills x Nicki Minaj

The Pills x Pharrell Williams

The Pills animated ad