Client
Beats
+
Scope
Social
It's The Music
Project Summary
Every headphone brand brags about the same true wireless features. They talk about them in the same way. And everybody shows them in a way that surprises nobody. So when Beats by Dre – a brand born in the music industry, founded by one of the greatest producers of our time – was gearing up to launch their true wireless offering, Beats Studio Buds, Beats knew they had to say something that other companies couldn’t and remain true to their defiant roots. Beats took the opportunity to remind people that it’s not about the features. It never has been. For us, it’s all about the music.
Result
36 Million
Impressions across platforms
Result
300,000+
Clicks to purchase
Execution
To truly capture the power of sound, Beats had to display a wide range of musical taste, interests, and artists in order to reach as many people as possible. Beats worked with over a dozen distinct cultural voices – broadening our cast from the usual musicians and athletes to include up-and-coming comedians, content creators, and gamers, as well.
We captured and interviewed influential talent from across the globe, all remotely, and gave them full autonomy in choosing what songs and artists influenced them the most. We listened and gathered their stories to understand their unique relationships with specific songs. Then, we hit the ground shooting in multiple US cities to capture footage that would bring their emotions behind each story to life as authentically as possible.
Craft
We created a dynamic visual world to launch the new Studio Buds. The result: Over a dozen unique spots diving into the hearts, minds, and ears of influences, artists, and athletes from Serena Williams and Eileen Gu to Druski and Junebug to Roddy Rich and Coi Leray.
Through a kinetic tapestry of 16mm, MiniDV, and photography, the spots illuminate that moment their favorite track hits—and sends them deeper into themselves.
The result was a unique but unified narrative structure that felt authentic, culturally relevant, and that was simple enough to replicate with more talent throughout the year. So simple, in fact, that fans started to create their own versions of an It’s The Music commercial.
