Beats by Dr. Dre has been running an inspirational campaign, #AboveTheNoise, this year. Its first four films celebrated individuals you have risen above the negativity – and praise – and distractions to become who they are meant to be…each tying in a Beats by Dre product, of course.
Now in the lead up to the gift giving period of the year, Beats has launched an anthem version, that features Serena Williams, Neymar Jr., Cara Delevingne, Michael K. Williams and Kris Wu.
The message is that in a loud world full of distractions, it has never been more important to rise above the noise. And it’s communicated by an uncle to his small nephew, who can’t get to sleep, in a four-and-a-half minute film directed by Terence Neale.
https://www.youtube.com/watch?v=oWithLP0VlQ
Neale became the first South African director to win a Grand Prix at Cannes Lions in June this year, winning the Grand Prix in Entertainment for Music for adidas Originals Original Is Never Finished, with New York agency, Johannes Leonardo and RSA Films.
Credits:
Director: Terence Neale
Executive Producers: Jackie Kelman-Bisbee & Scott Howard
Head of Production: Anne Bobroff
Producers: Youree Henley, Tim Kerrison & Dougal Meese
DOP: Alexis Zabe
Editor: Leo Scott & Chris Catanach @ Cartel
Colour: Tom Poole @ Company 3
VFX/Finishing: Andy McKenna & Andy Barrios, a52
Music: Don’t Tell Me by Ruel
The new film follows a November 3 #AboveTheNoise film featuring DJ Snake to promote Beats By Dre Studio3 Wireless headphones.
“I’m from the Paris you don’t see on TV,” DJ Snake reveals in the film. “I represent the underdogs, the people that nobody believes in.”
https://www.youtube.com/watch?v=WBbHSO2G0Iw
And a week before his bout with Floyd Mayweather Jr., reigning UFC lightweight champion, showed how he rose above the noise to prepare, while youth called Liam readies himself for a fight at a boxing gym in Ireland.
