Beats by Dre

An anthem for everyone who’s been counted out.

Everyone knows Serena Williams. The victories, the comebacks, the records. But there’s a side of her story that doesn’t always make the highlight reel: the doubt, the criticism, the health scares, the haters who said she was done. We wanted to show that part. The part that actually inspires people.

Beats by Dre has always been about more than headphones. It’s about what you’re listening to when you’re putting in the work no one sees. The music that pushes you through when your body wants to quit. That aligned perfectly with Serena’s story. Not the trophies, but the relentless preparation that got her there.

So we created ‘Rise,’ set to Andra Day’s ‘Rise Up.’ The ad gave an intimate look at Serena preparing for her 22nd major title. The early mornings. The quiet focus. The weight of expectation and the resilience it takes to carry it. We showed the obstacles, the setbacks, and the unbreakable spirit that keeps her going when everyone else counts her out. It wasn’t loud or flashy. It was personal, raw, and real. And it hit.

The campaign drove a surge in social engagement and boosted sales of the Powerbeats2 Wireless. More importantly, it reminded people what Beats stands for: strength, resilience, and the courage to keep rising.