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Beats by Dre

Serena Williams – Rise

The Challenge – The world knows Serena Williams’ story—a narrative filled with adversity, doubts, haters, health obstacles, criticisms, comebacks, and victories. It’s a journey that has inspired millions, yet there was an opportunity to showcase the deeper, lesser-known aspects of her relentless spirit and preparation.

The Insight – The challenge was to tell a more intimate and inspiring side of Serena Williams’ journey, showcasing her resilience beyond the victories everyone knew. For Beats by Dre, the goal was to create a meaningful connection between the brand and Serena’s unbreakable spirit. Our strategic insight was to align the brand’s ethos of perseverance with Serena’s story, using powerful visuals and an anthem like ‘Rise Up’ to inspire audiences and reinforce Beats by Dre’s association with strength and excellence.

The Solution – I led the creative development of the ‘Rise’ TV ad for Beats by Dre, set to the empowering anthem ‘Rise Up’ by Andra Day. The ad offered an intimate glimpse into Serena Williams’ relentless preparation for her 22nd major title, capturing her resilience and determination. By highlighting her unbreakable spirit and the obstacles she overcame, we aligned her journey with Beats by Dre’s message of perseverance. The campaign’s visuals and storytelling created a powerful narrative that resonated deeply, inspiring audiences to face their own challenges with courage.

The Impact – The ‘Rise’ campaign had a powerful impact, generating a significant surge in social media engagement and amplifying conversations around the brand. It boosted sales of key products, such as the Powerbeats2 Wireless earbuds, and elevated Beats by Dre’s brand perception, reinforcing its association with athletic excellence and resilience. The ad’s message of strength and perseverance inspired countless viewers, solidifying the campaign as a testament to the spirit of never giving up.

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Client: Beats by Dre

Role: Global Creative Director