On the heels of the successful brand reset, “You Love Me" – a big, anthemic, loud transformation – our work shifted to support Beats’ “true wireless” earbuds, Beats Studio Buds, made for listeners in search of premium audio fidelity. We launched a 360 creative campaign titled “It’s the Music” which unpacked the headphone category's obsession with features via twelve :30 spots, each highlighting a single athlete, artist, or creator discussing a single song that hit them on a deep, emotional level – and why. When it came to casting talent for our "It's The Music" campaign, we sought up-and-coming and established dancers, gamers, comedians, and more. This wide breadth of talent and passion points helped us drive home that the love of music spans borders, industries, races, and ages. These doses of micro-content were released meticulously across social, displaying the level of coordination required for a conversation to be put at the center of pop culture. Our efforts led to a 99% video completion rate and millions of clicks to purchase, culminating in Beats' best-selling product launch in over a decade. Yet again, we were able to validate culture resonance for Beats, complementing our goal in repositioning their brand as a platform to amplify the voices of youth and youth of color.