Beats by Dre

Behind every perfect ten, a thousand falls

Simone Biles makes the impossible look easy. Flips no one else can do. Landings that seem to defy physics. When you watch her compete, it’s tempting to think she was just born this way. Supernatural talent. A gift. But that story does her a disservice. It erases the hours. The injuries. The mental battles. The days when her body said stop and she kept going anyway.

The insight was about reframing greatness. People love the highlight reel. But the real story is what happens when no one’s watching. The early mornings. The failed attempts. The discipline it takes to be the most decorated gymnast in American history. We wanted to show that side. Not to diminish her talent, but to honor what she’s built on top of it.

I helped develop the “Greatness Never Stops” campaign for Beats by Dre. Set to “River” by Bishop Briggs, the spot captured Simone in the gym, grinding through routines, pushing past limits. It wasn’t glamorous. It was real. Sweat. Focus. Repetition. The kind of work that makes extraordinary things possible. The music drove it forward with an intensity that matched her own.

Over 8 million views in the first week. Conversations shifted from what Simone can do to what she’s sacrificed to do it. The campaign reminded people that talent is just the starting point. What comes after is the real story. And Simone’s story is one of relentless, unyielding work.