In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre. To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity and art, we launched StraightOuttaSomewhere.com. With its simple UX, visitors could create custom memes to rep their own origins. Artists and athletes from Compton inaugurated the campaign. Other celebrities joined in without any endorsement money.
We partner up with legendary photographer Jonathan Mannion to capture the energy and emotion in the shots we needed for the campaing.
People were able to create their our costum memes to Rep their home town by simpely typing in their city name and uploading an image.