FutureDeluxe brings the Powerbeats Pro 2 to life with a visually stunning campaign
Beats has unveiled its most advanced fitness headphone to date, the Powerbeats Pro 2, a device meticulously designed for athletes and fitness enthusiasts seeking superior performance. With a reengineered structure, the latest model ensures maximum stability through an enhanced ear hook, delivering a secure and comfortable fit. Packed with state-of-the-art features, the Powerbeats Pro 2 introduces hyper-accurate heart rate monitoring, adaptive EQ, active noise cancellation, and transparency mode, elevating both audio and fitness tracking capabilities.
To present the Powerbeats Pro 2 in a visually compelling manner, FutureDeluxe produced a striking three-minute film that seamlessly merges live-action footage with CGI and 2D motion graphics. This cinematic piece breaks down the product’s advanced technology through distinct storytelling chapters, immersing viewers in a dynamic and engaging visual experience.
The creative approach was born from FuturePlay, the company’s internal experimental visual sessions, which facilitated the development of an innovative treatment. Collaborating with a storyboard artist, the team conceptualized the shoot with precise attention to movement and spatial dynamics, crafting an environment that embodies the energy of athletic performance.
A pivotal element in the film’s production was the integration of TouchDesigner, an advanced visual programming tool that influenced both the set design and the film’s aesthetic. Markings on the set, inspired by athletic tracks and courts, reinforced the theme of movement and performance. The film’s technical execution employed cutting-edge cinematic techniques, including phantom shots, motion blur, thermal imaging, and spinning rigs, all meticulously crafted to highlight the sleek design and aerodynamic nature of the Powerbeats Pro 2.
Through rigorous research and a series of creative iterations, FutureDeluxe refined a hybrid visual approach that fused live-action cinematography with CGI, achieving a seamless interplay of physical and digital elements. This synergy between innovation and storytelling allowed the film to capture the Powerbeats Pro 2’s essence, reinforcing its status as a groundbreaking fitness audio device.
Raj Davsi, Creative Director at FutureDeluxe, expressed his enthusiasm for leading the creative direction behind the project. From live-action shooting to the intricate CGI work, every stage of production was driven by an experimental research and development process that pushed creative boundaries.
The film’s highlights include real-time scanning techniques and a captivating transformation of Lionel Messi into digital particles, a testament to the team’s ability to blend cutting-edge technology with artistic storytelling. The collaboration between Beats and FutureDeluxe resulted in a visually rich and technically sophisticated campaign that redefines how product storytelling can be executed in the digital era.
All images courtesy of FutureDeluxe
