Project overview

Beats is a brand built by Jimmy Iovine and Dr. Dre, one the son of a Brooklyn longshoreman, the other straight out of Compton. Two men who knew they had to work harder than the next guy to succeed. In big cities today, success comes to those who hustle hardest. Space is tight. Getting around can be tough and noisy work - with environmental volumes as loud as 110 decibels on the London Underground.

The family of Beats headphones have evolved to fight back against the modern city and keep you focused on where you’re going. Pure Adaptive Noise Cancelling adjusts to match your environment. Wireless connection avoids snags and catches. Extended battery life keeps you immersed in sound all day.

We created a campaign to reach Parisians and Londoners in the heart of their cities, featuring local talent that embodies the Beats’ ‘hustler’ mentality today. Musicians and fashion designers who live and breathe their cities, taking inspiration in their stride. The campaign, shot by Carlos Serrao, balanced a photorealist approach to each city with the emotions of music, the heightened sensation of being locked in.