Cultural Partnerships
Willow & Jaden Smith
The Willow and Jaden Smith partnership, developed in collaboration with Will and Jada Smith’s Westbrook Inc., positioned UE FITS as more than a technology product — framing custom-fit audio as a reflection of individuality, creativity, and personal identity. The campaign connected LIGHTFORM technology to youth culture and self-expression, helping transform a technical innovation into a culturally resonant consumer experience. Jonah led this work as General Manager of the Music Business, Logitech.
Tension.
UE FITS was a breakthrough — but breakthroughs don’t sell themselves. How do you make a technical innovation feel personal?
Action.
Gave Willow and Jaden Smith creative ownership — campaigns designed and executed through their vision, not handed down from a brand playbook.
Clarity.
Technology adoption isn’t driven by what a product does. It’s driven by what it says about the person using it. Let the artists lead — with authenticity comes audience and sales.
