When Beats was set to launch the true wireless Beats Studio Buds, we knew we had to say something that other brands hadn’t. We leaned into what we’ve known since Dr. Dre stepped into the industry: It’s not about cold, lifeless technology. It’s about the music.

Every headphone brand brags about the same true wireless features. And everyone shows them in a way that surprises no one. This campaign aimed to hero the emotion packed into our music, and the impact of great sound quality. Not the typical features packed into every earbud. 

PR: AdAge, Dummy Mag, iDB, iMore, iThinkDifferent, Muse by Clio, News Block, Notion, Pirate Press, SmartBrief, 9TO5Mac

We worked with over a dozen distinct cultural voices with influence across the globe — broadening our cast from expected musicians and big name athletes to include up-and-coming comedians, content creators, and gamers. We gave our cast space to dive into whatever song or artist hit them hardest. We then went out to capture b-roll footage in multiple US cities bringing our cast’s unique stories to life. The result was an anthemic suite of one-of-a-kind films with a unique but unified narrative structure and visual world — simple enough to recreate again, and again.