Mia Madrid
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Beats by Dre: Fit to Move

The Beats Fit Pros are designed to lock in your ears and stay in place, so you can bop any way, anywhere. Using the universal head bobbing motion to thread our talent stories together, we watch their realities heighten around them as they move how they want to.

As part of this campaign, we also launched Vince Staples’ new song, staying true to the Beats ethos of debuting the latest music alongside their best products.

As seen on Adweek, Complex, HipHopDX, iMore, & Rolling Stone.
Starring: Naomi Osaka, Vince Staples, Quenlin Blackwell, Kia Gerber.

 

Agency: Translation
Client: Beats By Dre
Film, Social

 
 

FIT FOR VINCE STAPLES :15

Vince Staples has always kept it real. Even with big moves like launching his new single “Magic” with Beats,
he stays grounded and surrounded by his inner circle.

 

FIT FOR NAOMI OSAKA :15

Naomi Osaka took a break from tennis to focus on her mental health, and got tons of slack for it.
We captured her taking control of that narrative by moving in her own way.

 

FIT FOR QUENLIN BLACKWELL :15

Quenlin Blackwell’s carefree, wild attitude is infectious. When she bobs, they bob.

 

FIT FOR KAIA GERBER :15

Kaia Gerber is a model and actress. In her moment, we show her breaking free from the stiff modeling environment.
Taking up space, and moving in her own way.

 

DIRECTOR’S CUT

MY ROLE

Senior Copywriter

IN COLLABORATION WITH

Senior Art Director: Rachel Leathers
Creative Director: Castro Desroches
Copywriter: Karan Raikar
Art Director: Kevin Lu
CW Intern: Kevin Dulorie
AD Intern: Brooke Borglum
Director: Nina Holmgrenn
Editor: Dusten of Cabin Edit