Beats has launched a 'Dare to Dream' campaign that features Travis Scott

The newest ad film explores themes of self-belief and showing the Powerbeats Fit earbuds.

Beats and Travis Scott have teamed up for a new campaign film ‘Dare to Dream’. The film focuses on self-belief, ambition, and not giving up. It also introduces Beats' new Powerbeats Fit.

The campaign is built around a 2011 tweet from Scott where he expressed his desire to become somebody. The film uses this tweet to connect Scott’s early dreams to his success now. Beats recreated Scott’s childhood bedroom to keep the story personal. It includes items from when he started making music, like an Apple iMac and original Beats Studio headphones.

The narrative shifts from Scott's early music production days to scenes from his Circus Maximus tour. His mother, Wanda Webster, makes an appearance. The movie uses tech to make Scott look younger instead of hiring another actor. The Powerbeats Fit makes its debut and ties the timelines together, along with a new song by Scott.

Powerbeats Fit is the company's latest design for performance earbuds, made for artists, athletes, and creators who are driven to excel. It shares the same energy that drives Travis's creative work.

Travis's association with Beats began in 2015 when he modeled for the Beats x UNDFTD project. Soon after, he was in Beats’ Got No Strings global ad for BeatsX. Almost ten years later, the artist and brand still have a strong relationship.

Travis Scott stated the following about the film: “This film isn’t just about where I came from — it’s about the vision I had before anyone else could see it. Beats has been a part of that story since the beginning.”

Chris Thorne, the Chief Marketing Officer at Beats, stated: “This campaign captures something deeply personal — the belief that greatness starts with a single idea and the courage to chase it. It’s the same belief that connects Beats and Travis — and this is only the beginning of what we’ll build together.”

Key Takeaways from the campaign

Realness with origin

To keep the story real, the campaign shows a replica of Scott's childhood bedroom. This is where he first began creating music on an Apple iMac while using the first Beats Studio earphones. His real mother appears in the film, which gives it a personal and genuine touch.

Inspiring young generation

The campaign shows how Scott’s one idea and the courage to chase it resulted in an amazing career. It hopes to encourage young artists and creatives to follow their ideas and break new ground.

Product as a link between the journey

The film uses Powerbeats Fit earbuds to show how Travis Scott started and where he is today. They represent what it takes to be focused and to keep going when you are creating something. Scott has a new song in the ad, which ties the product to music.

Partnership for years

The ad shows that Beats and Travis Scott have been working together since 2015. It's a full-circle moment for the artist and shows how the brand supports artists who shape their journey.

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