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August 27, 2020 8:00–9:00 pm
DEMAN Live Conversation

Concept to Commercial with Apple’s Beats by Dre & GBA Studios

Partnership with DukeCreate & DEMAN Live

Taught by Chris Shaw '08, Cody Grammer ‘08, & Zandie Brockett ‘09

About the Workshop

This episode of DukeCreate & DEMAN LIVE features Duke alum Chris Shaw ‘08, Executive Producer and Founder of Guilty By Association Studios (GBA Studios) and the global creative team behind their latest Beats by Dre spots out of Japan (watch links below).

Shaw is joined by creatives Zandie Brockett ‘09 and Cody Grammer ‘08, as well as Mike Refuerzo, Head of Content Production at Beats by Dre. They will take us behind-the-scenes of the making of their spots, share how they are creating globally during quarantine, as well as answer your questions.
Beats by Dre spots feat. (3) of Japan’s Olympic hopefuls:

“Next Wave”

About the Panel

Chris Shaw ‘08, Executive Producer & Founder, Guilty By Association Studios (Tokyo)

Christopher Shaw is a content and music producer currently based in Tokyo. After graduating from Duke in ’08, he established himself in the music and advertising industries in Los Angeles, producing global Apple ad campaigns at agency Media Arts Lab/Chiat Day from 2010-2013. He has also produced music for the ESPN 30for30 film When the Garden Was Eden, and for brands like Adidas, winning two Cannes Gold Lions in 2016 for best brand partnership and best original music.

In 2017, Chris founded creative collective GBA Studios, through which he continues to help shape the cultural and visual language of brands like Champion and Beats by Dre. In addition to branded work, GBA has released the music project Good for the Soul, and seeks to advance racial equity through its Present Company initiative.

Mike Refuerzo, Head of Content Production, Beats by Dr. Dre (LA)

With over 20 years of production experience across multiple disciplines, Michael Refuerzo has produced some of the most iconic brand campaigns and has been recognized globally as a creative leader. His work with artists, athletes, and brands have influenced the visual language of today’s media landscape.

Currently, Michael is Head of Production at Beats by Dr. Dre overseeing all content production ranging from global TV campaigns, short films, music videos and digital / social content.

Zandie Brockett ‘09, Freelance Creative Strategist (LA)

Zandie Brockett 张桂才 is passionate about storytelling and building infrastructure that empowers representation and strengthens civic dialogue. She’s worked with artists, architects, musicians, writers, and filmmakers from China and the U.S. as well as across Latin America and Europe to curate exhibitions and public activations and publish journals and zines. She has also served as a creative mind and producer behind several video campaigns and artist projects with brands like Louis Vuitton, Swire Hotels, Champion, Beats by Dre, and Swarovski.

After living and working in China for nearly a decade – where she founded the cross-disciplinary cultural lab Bactagon Projects and the visual literary journal 八家 Bajia – her work in Los Angeles as an independent curator and cultural strategist presents visual narratives and oral histories that build trans-Pacific conversations and dis-Orient conceptions of the ‘East’. She previously served as the Senior Manager of Engagement and Learning at the Annenberg Space for Photography before the museum permanently closed its doors.

Cody Grammer ‘08, Freelance Writer (LA)

Cody Grammer grew up on the Outer Banks of North Carolina, studied English and Philosophy at Duke (’08), and obtained his law degree from the University of Denver (’11); he practiced law for seven years before devoting himself to writing full-time; along with some commercial projects with Guilty By Association and Beats by Dre, he will publish his first novel in Fall 2020.

About the Location

This workshop will meet online via Zoom. You’ll need a special link to join the workshop—follow the registration link at the top of page to get it.

About DukeCreate & DEMAN LIVE

DukeCreate & DEMAN are partnering to offer a new summer Zoom series teaching creative career skills. Tune into each episode to hear alumni working in creative industries share deep dives on their projects, give behind-the-scenes insight, and answer your questions. DEMAN Live meets DukeCreate, free on Zoom, open to everyone — but designed especially to support Dukies learn new skills and expand career opportunities during this challenging and stressful time. Checkout upcoming episodes on DukeCreate Workshops, and watch videos of previous episodes on the DEMAN Lounge via

About DukeCreate

DukeCreate is a series of free, hands-on arts workshops designed to help Duke students, staff, and faculty develop a variety of creative skills. Workshops are open to all skill levels and backgrounds. Most take place in the Duke Arts Annex or the Rubenstein Arts Center and are typically held weeknights 6-8pm.

Workshops are free to all Duke students and staff, with priority given to students. Class size is limited. Students must sign up in advance. Registration for the following week’s DukeCreate workshops goes live on Friday mornings – sign up in advance to guarantee your spot!  Online enrollment for Duke staff opens on the day of the workshop. Staff can also show up 10 minutes prior to a workshop in case a slot becomes available. Walk-ins will be accommodated on a space-available basis.

DukeCreate is sponsored by the Office of the Vice Provost for the Arts (DukeArts) and University Center Activities and Events (UCAE).