Marking Beats’ first completely new over-ear silhouette in over ten years, Beats 360 introduces a new standard of performance and personalisation. It also marks our latest collaboration with Beats, continuing a long-standing creative partnership with their team. For the launch, we produced, directed, and shot the live-action campaign on location in Barcelona. The narrative centres on the product's signature swappable ear and headband cushions, an innovative “twist and click” system allowing users to instantly switch between cushions in a range of colours – for style or function! This core feature became the base for our visual language, built around the motif of 360 circularity. We paired our live-action storytelling with hyper-refined CGI, motion design, and product simulations to bring the complete campaign to life across hero films, social, and retail displays.