The Studio is used by the world's best athletes to block out noise and get into the zone. HEAR WHAT YOU WANT linked this insight with one of the key features of the headphone: Adaptive Noise-Canceling.

Quarterback Colin Kaepernick of the San Francisco 49ers, NBA champion Kevin Garnett from the Brooklyn Nets, and Richard Sherman of Super Bowl 2014 winning Seattle Seahawks use Beats to escape the intimidation of rival crowds and the press, finding the space to get focused.

Based on true sports rivalry stories, we juxtaposed fan abuse with an uplifting soundtrack. This combination of music with extreme fan behavior creates a disarming scene, demonstrating the noise-canceling and sound quality of the Studio.

Both Destroy Bad Sound executions required separate shoot dates to capitalize on celebrity availability and macro shots of destruction methods. We had a preliminary test shoot, where we used a Phantom camera to film multiple ways of destroying generic, low quality ear buds. After destroying countless earbuds through the use of cars, flamethrowers, hammers, swords, guns, and dynamite, we decided to finish one destruction method per celebrity talent.

The result were slow motion, tight shots of earbuds being obliterated to energetic music tracks resulting in a visually stunning symphony of destruction.

The campaign garnered over 60,000 visits to the beatsbydre.com website. While the Beats social channels received over 146,000 engagements. Overall the campaign garnered about 5.1 total impressions.