Beats by Dre

Above the Noise

A celebration of those who transcend negativity to become who they are meant to be.

Above the Noise celebrates people who refuse to let the world drown them out – a global platform made into into local culturally relevant campaigns in Europe, China, and the US.

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Above the Noise (Long-Form Film)

THE CHALLENGE

A holiday campaign that could be executed in local markets with different talent.

We began with a product truth: Beats Studio’s wireless headphones with Pure Adaptive Noise Cancellation technology block out the noise. But it’s bigger than that. It helps people cut through the constant buzz of commotion, praise, opinions, and hype. From this insight, the idea expanded into something larger - something that resonates everywhere while giving each market the freedom to interpret it with different talent.

THE APPROACH

The power of finding clarity, wherever you are.

This global holiday campaign for Beats by Dre leads into the new year with optimism, poignant statements and joy. At the heart of this campaign is a story told by Michael K. Williams about some kids who are different. We then turned this into market specific campaigns celebrating Serena Williams, Neymar Jr., Cara Delevingne, Kris Wu and the next generation urging others to overcome the noise and stay true to themselves.

A fairytale… about having the ability to face down 'the noise'.

—Ad Age
But when the noise is all gone… And you’re just left with you… That’s when you hear… What you’re meant to do.
...sleek and cinematic…
Adweek

Client

Beats by Dre

Output

  • Brand Strategy
  • Global Creative Platform
  • Global Holiday Campaign
  • Production: Film, Digital and Print
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