Beats by Dr. Dre
Beats has long been a leader in tech and culture, collaborating with icons like LeBron James and Serena Williams. But for the launch of Studio Buds+ in Cosmic Chrome, they set their sights on a new frontier: the beauty space.
The challenge was clear—how could a tech brand, historically rooted in male-dominated audience and performance-driven narratives, break into a world defined by style, self-expression, and luxury?
Our approach centered on what luxury meant to Gen Z. This generation isn’t drawn to exclusivity or view luxury as unattainable splurges, they seek beauty and meaning in elevated everyday moments. Studio Buds+ were the perfect match—technology designed to seamlessly blend into life, with an aesthetic edge that elevated the mundane.
Next, was to bring this story to life in a way that felt relevant, stylish, and unmistakably Gen Z. We knew the campaign needed a voice that could bridge tech, fashion, and culture. Enter Emma Chamberlain, a cultural force.
With her effortless style, relatability, and cultural credibility across beauty, fashion, and media, Emma was the perfect ambassador to help Beats make its mark.
The Beauty of Immersive Sound
At the center of the campaign was the concept of transformation. We positioned Studio Buds+ as more than just headphones—they’re a gateway to luxury, style, and self-expression. Emma Chamberlain stepped into the role of the robot, bringing the story of transformation to life in a uniquely human way.
The campaign opened with Emma as a sleek, mechanical figure—a symbol of polished technology, adorned in Cosmic Chrome. As she moved through her world, the transformative power of music began to take hold. Her rigid, robotic movements softened, her personality emerged, and she discovered a vibrant, human side. This journey mirrored how Studio Buds+ turn everyday moments into immersive, luxurious experiences, connecting listeners to both their world and themselves in a new way.
