It had been 13 years since Bose released the A20 – which was still the fan-favorite and industry leader of aviation headsets. Therefore, the launch of a new headset was not only a big deal, it came with the added challenge of proving it was even better than its predecessor.

We seized the opportunity to turn Bose’s standard look and UGC-heavy content into something drastically different with a black-and-white takeover hinting at the new form factor. This approach was implemented on social channels, Bose’s owned email program, paid media placements, the Bose Aviation homepage and print placements in top-tier publications.