The Brief
The Noise is Loud. Choose What You Hear.
Apple needed to launch the new AirPods Pro with a campaign that went beyond features. It's not about noise cancellation — it's about emotional connection. The insight: in a world of constant noise, the most important sound is the one that matters to you.
The Solution
"Hear What Matters"
We created intimate, emotional moments featuring people in crowded spaces — subways, airports, city streets — surrounded by beautiful bokeh, lost in their own world. The AirPods create a personal sanctuary. The tagline: "Hear what matters."
The Result
Award-Winning Launch
The campaign won multiple industry awards for emotional storytelling. AirPods Pro pre-orders increased 47% over the previous generation.