Beats by dre: defiant mixtape vol. I

For Russia 2018, Beats by Dre issued a brief: win the World Cup for the second time in a row. 


world cup 2018

The sane way to make a World Cup spot would've been to hire an ad agency. The insane way would be to hire a single idiot like me. 

There were a few big agencies pitching for it, so I didn't really think I had a shot in hell. But in the end, I wrote the script with their internal CD, pitched it to the wider marketing team, and the next thing you know, we're sitting in Guy Ritchie's living room. 

We shot twelve athletes in all, across six countries and four months. But the real undertaking happened in the editing bay -- if you count all the various translations, cut-downs and formats, in the end we made 100+ ads. This one on the left is the important one, but if you have a hankering to see the Chinese version, please feel free to get in touch.