Historically, Apple only launches new products at its Keynote events. However, seeing the cultural significance of AirPods Pro, we wanted to do something different. Finding a way to launch them in the streets. Shock dropping the product simultaneously around the world.

AirPods are a product of the people. Meme’d, reviewed, and Tweeted about more than anything else in the Apple lineup — we wanted to create a product launch for AirPods Pro that our target demographic (18-24) could interact with and the internet could celebrate.

Our solution was to create OOH that felt more like street art than advertising. Enormous images of people lost in the music while listening to music, we wanted to capture the freedom of movement that AirPods Pro offered. Utilizing unorthodox media placements and Apple retail locations to create pieces that fit precisely into the specific structure’s architecture. This required us to reach out for the blueprints of every single media placement and Apple Store prior to us taking a single photo and took over 30,000 photos to get the exact image we needed for each location.

30 unique images went up overnight in 16 different markets. No logo. No product. Just art. Then, after days of speculation the surprise was revealed, as “AirPods Pro” was put up on the locations and the product itself was placed inside the dancers’ ear.

AirPods Pro was one of the most successful product launches in Apple history. Written about in dozens of publications all over the world and trending #1 on Twitter and YouTube. The work went up in 16 different major markets including: New York, Dubai, Tokyo, Los Angeles, Paris, Berlin, and many others. It stayed up for 14 days. Just long enough for AirPods Pro to sell out globally.