Beats by Dre

To launch the new Powerbeats Pro, we did the seemingly impossible: tell an emotional narrative while never losing focus on the product.

We zeroed in on the influence music has on athletic performance. Distraction is the enemy — a challenge Powerbeats Pro can perfectly address. Secure fit, no distracting wires, 10-hour battery...all of the benefits of Powerbeats Pro are designed to help users unleash their athletic potential. The concept of “Unleashed” became the creative touchstone for an entire global campaign. We worked closely with Beats internal teams to craft an integrated story, and in tandem with our sister agency for comms strategy and media planning. Our anthem made its debut on athletes’ social media and spread quickly from there, appearing on TV, digital takeovers, streaming platforms, statement-level out of home, dynamic retail displays, and e-commerce messaging.