After a short pitch, we were awarded the launch campaign for Beats by Dre’s first totally wireless sports headphone, Powerbeats Pro. We worked with the Beats team to craft a concept rooted in the features of the product, developing a unique visual language for both film and OOH. Not only was this product-focused work a place the brand leaned into, but this is also Beats largest 360º campaign to date.
CLIENT: BEATS by dre
ROLE: CREATIVE concept & creative DIRECTION
CANNES LIONS: FILM CRAFT SHORTLIST
Powerbeats Pro is the only offering of it’s kind and what separates it from AirPods, outside of the sound quality, is the secure-fit ear hooks. This idea of the product locking on to your ear inspired us.
We developed a technique that allowed for viewers to fully understand the motion of each athlete in a variety of sports while bringing the product to the [literal] center of their attention. This “locked on” concept was developed during the pitch and ultimately became our launch work.
director: hiro murai
We shot 19 athletes ranging from the greatest in their sport to the up and coming stars. This is a diverse global mix of like-minded athletes finally able to train the way they play, unleashed. With everything done in camera, it also proved the product will stay in place, even when performing a round off to a double front [thanks Simone].
ooh: Product & athlete
We wanted to create a look representative of the product and its benefits. For the athlete work, the idea was to strip away all the unnecessary elements, leaving just the athlete and Powerbeats Pro. The product work highlights the form and the untethered nature of Powerbeats Pro, the Beats team worked to develop stunning campaign imagery.