Beats by Dr. Dre asked Allen and Gerritsen to help promote their Beats Pill 2.0 during the holiday season. 238 Beats Pills, 952 LEDs and 21 hand-painted layers later, a social-media powered Christmas tree was lighting up their Soho store. Responding in real-time to #BeatsHoliday on Twitter and Instagram, it provided a festive interaction for their ravenous brand loyalists


I was responsible for desiging the custom hardware circuits, assembling all hardwares, and writing custom software lightening up the tree by consuming Twitter API. I was also responsible for developing web application showing real time Instagram feed with #BeatsHoliday hashtag.

built with
  • Instagram & Twitter API
  • NodeJS for backend server
  • Arduino
  • a lot of LEDS

More details at A&G

currently tagged with: installation hardware creative