04
04
DEFY THE NOISE
DEFY THE NOISE
CLIENT
CLIENT
BEATS BY DRE
BEATS BY DRE
challenge
challenge
When Beats launched its Defy the Noise campaign around the 2022 World Cup, the brief was to highlight rising soccer stars; Bukayo Saka, Serge Gnabry, Kingsley Coman, Ritsu Doan, and capture the mental pressure they face amidst social noise. In a crowded social and sports landscape, the task was to produce emotionally resonant content that amplified the Beats Fit Pro product but felt authentic and culturally relevant across global audiences.
When Beats launched its Defy the Noise campaign around the 2022 World Cup, the brief was to highlight rising soccer stars; Bukayo Saka, Serge Gnabry, Kingsley Coman, Ritsu Doan, and capture the mental pressure they face amidst social noise. In a crowded social and sports landscape, the task was to produce emotionally resonant content that amplified the Beats Fit Pro product but felt authentic and culturally relevant across global audiences.
approach
approach
In my role as Lead Design at Social Chain, I co-led visual strategy alongside the in-house team to apply Beats’ new gritty, textural aesthetic to the campaign. My scope incorporated art direction, layout systems, and visual continuity across more than 100 individual assets, including short films, reactive player cards, GIFs, competition posts, BTS clips, and motion-led graphics. We built modular, adaptable designs that translated global football narratives into local social formats, balancing cinematic mood with platform-native flexibility.
In my role as Lead Design at Social Chain, I co-led visual strategy alongside the in-house team to apply Beats’ new gritty, textural aesthetic to the campaign. My scope incorporated art direction, layout systems, and visual continuity across more than 100 individual assets, including short films, reactive player cards, GIFs, competition posts, BTS clips, and motion-led graphics. We built modular, adaptable designs that translated global football narratives into local social formats, balancing cinematic mood with platform-native flexibility.
outcome
outcome
The campaign achieved 117M+ impressions, 35M+ video views, and 1.2M+ engagements, reinforcing Beats as not just a headphone brand, but a cultural presence in global sport and social discourse.
The campaign achieved 117M+ impressions, 35M+ video views, and 1.2M+ engagements, reinforcing Beats as not just a headphone brand, but a cultural presence in global sport and social discourse.
Credits
Alicia Pryzsieniak
Creative
Andy Harrison
Lead Design
Becky Sumner. Milly Lannon Clay
Motion
Maria Velasquez. Phil Russell. Uncommon Studio. Pulse Films
Video & production
Grace Ingrey & Bethan Ellis
Account Management
Grace Ingrey & Bethan Ellis
Account Management
Credits
Alicia Pryzsieniak
Creative
Andy Harrison
Lead Design
Becky Sumner. Milly Lannon Clay
Motion
Maria Velasquez. Phil Russell. Uncommon Studio. Pulse Films
Video & production
Grace Ingrey & Bethan Ellis
Account Management
Quote
Art Gallery is a leading healthcare technology company specializing in advanced solutions and personalized wellness follow-up care. Their innovative approach seamlessly connects patients, health tech wearables, and comprehensive clinical support, establishing VitaNova as a pioneer in this transformative industry.
Noah Jenkins, CEO
