Content ideation and execution
Social media management
Video production and post-production
We needed to connect with Gen Z on social by heroing the Beats Fit Pro headphones for the brand’s World Cup 2022 activation, Defy The Noise.
Our task was to generate awareness and consideration for the Beats Fit Pros and drive buzz for the brand overall by inserting ourselves into key moments in the World Cup conversation.
This campaign required us to flex our creative muscles while embracing the logistical challenges that come with a global campaign. There was a lot to consider, from the sheer volume of assets to the players we partnered with and the locations, each with their own unique requirements.
Key to our World Cup activation was devising clever copy for all of the assets we produced. The legalities of a global campaign meant we needed to tap into key in-game moments in a way that was celebratory yet subtle - and would still deliver great results.
Performing on the world’s stage isn’t without adversity, and we needed to illustrate how our world-class athletes tune out the noise and focus on being the best version of themselves with the aid of Beats Fit Pro.
To translate Defy the Noise for social, we created over 100 pieces of content showcasing players Buyako Saka, Kingsley Coman, Serge Gnabry and Ritsu Dōan. The project took us across the globe, spanning the UK, France, Germany, China, Japan and the US.
Our campaign was made for a global stage, and the sheer amount of content we were able to produce reflects that. Altogether, we published over 215 assets.