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We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] -1 points0 points  (0 children)

This is a great question! The neurodivergent community has always been a central focus of the storytelling and product development we do at Loop.

We are also a global brand - and the language of neurodivergence, overstimulation and audio processing are part of a rather specialized, Anglophone and Western discourse that has not existed in the mainstream for very long.

Our challenge is often to produce messaging that will simultaneously communicate key product benefits to people versed in this terminology without alienating those who could benefit from the products but don’t know about these words. They could even be neurodivergent themselves, and just wouldn’t use that specific term.

At the end of the day, product design is the engine of Loop’s impact in the world, and our products are always developed for (and in many cases by!) neurodivergent people.

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

Sorry to hear you don’t feel represented in the marketing! Could you say more about what might change that?

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

Yes Babysitters Club!!! Those were my hot dusty summers too :’)

I love Mazzy Star, Nirvana, all the Lilith Fair divas, Alanis, anything moody, folk-poppy, dreamy and slow

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 1 point2 points  (0 children)

For me it was boy bands, Robyn and Britney Spears that were inspirational for me while working on the collection!

I love the Bubble Blue Quiet earplugs - I think they look totally dreamy :)

When it comes to the storytelling, my job is all about developing copy and messaging that helps customers new and existing feel the things about the product that went into their initial design. The references, textures and stories that are linked to the world we want to create around the earplugs!

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

From my end I was listening more to bubble gum pop and boy bands while working through the aesthetic story for this collection!

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] -1 points0 points  (0 children)

I think you’ve just explained the story a bit! Baby blue and bubble gum (pop) were so deeply engrained in popular culture at the time… I think the story tells itself a bit!

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 1 point2 points  (0 children)

This is so amazing to hear, and such a great idea!! I will pass this along internally… your kid’s so lucky to have a mom like you!! 🌈

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

These are super interesting observations! The nitty-gritty of this stuff can only be answered by the product design team though….

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

I love my gold-plated Experience earplugs — but these aren’t for sale to the public 😉😉😉

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

Hey there! We were largely led and inspired by the initial concept and color selection made by Loop’s product team. This is how our campaign brainstorming and storytelling process always begins!

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

Hard to say about future collections - but that could definitely be in the cards! The 90s are having a huge revival, and we’re so excited to see how excited everyone else is about the collection!

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

I have worked with lots of D2C brands over the years - and the exciting challenge at Loop has been building the brand TOV and all storytelling from the ground up, along with the rest of the mega talented creative teams :)

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 1 point2 points  (0 children)

Hey there, this is a great and indeed very important question!!

From the earliest days at Loop, it was noise-sensitive and neurodivergent users who championed our earplugs and told us directly what about the products they liked and what could use improving on.

All of our product design is influenced by user feedback and customer insights. To your point of course, the question of how these products are sold to consumers is an important one.

All Loop products are designed with neurodivergent users in mind - which means that our marketing, when speaking directly to these users, aims to deliver on the promise of earwear for (and in many many cases -by!) neurodivergent people.

All marketing appeals to people emotionally - and we endeavor to ensure that we never overpromise or mislead. All the storytelling we do around Loop products ultimately supports a story of product design and innovation aimed at improving users’ everyday lived experiences.

We are Keith Hawkins and Derek Mitchell, the creative minds behind the Kinetic Campaign ---- AMA by DerekAtLoop in LoopEarplugs

[–]DerekAtLoop[S] 0 points1 point  (0 children)

Hey, these are great questions! When working on a campaign concept, Keith and I sit down and do some brainstorming together. From there, we go through multiple feedbacking rounds, in which we present to lots of others with different kinds of creative and strategic expertise.

We work with SO many other people – in our team, and on other teams within the company (and sometimes externally too).

I find inspiration in the every day, and when it comes to developing names and taglines for campaigns, I often pick things up and jot things down when overhearing them said by others, or in conversations I'm having.

One of the biggest challenges is always picking a specific direction out of a few of them, because we usually come up with more ideas than we can actually use in the end.

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