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 Performance Knit and UltraPlush options across a range of colours. This core feature became the anchor for our visual language, built around the motif of 360 circularity. We seamlessly paired our live-action storytelling with hyper-refined CGI, motion design, and high-end simulation to bring the complete campaign to life across hero films, social, and retail displays.