Beats Recruits Sporting Icons Lionel Messi and LeBron James to Unveil Powerbeats Pro 2

Beats introduces its most advanced fitness headphone yet, the Powerbeats Pro 2 - redesigned for maximum stability and engineered for athletic performance. Featuring cutting-edge innovations, the upgraded model includes hyper-accurate heart rate monitoring, adaptive EQ, active noise cancelling, transparency mode and an improved ear hook for a locked-in fit.

To showcase the Powerbeats Pro 2, FutureDeluxe crafted a visually striking three-minute film, seamlessly blending a dynamic live-action shoot, CGI and 2D motion graphics. The film highlights the product’s advanced features through different chapters of storytelling and immersive visuals. 

Using FuturePlay, FutureDeluxe’s ongoing internal experimental visual sessions, the team developed a unique creative treatment, collaborating with a storyboard artist to conceptualise the shoot. A test from touch designer was influential on the set design to be used as markings on the set to make it feel athletic and feel like a track/court. 

The film incorporates phantom shots, scanning, motion blurs, thermal imagery, and spinning rigs capturing the product’s superior design and aerodynamic nature. 

Through extensive research and multiple creative iterations, the team refined a hybrid approach–blending live action with CGI and TouchDesigner, elevating the film’s technical and artistic execution. 

Raj Davsi, creative director at FutureDeluxe said: “The opportunity to craft and direct ‘Behind the Design’ for the new Beats Powerpro 2 was an incredible experience, from shooting the live action to creating beautiful CGI. 

The entire film was developed through an experimental research and development process that allowed us to push creative boundaries, resulting in a film rich in design layers and dynamic mixed-media moments. A few highlights include on-set scanning and transforming Messi into particles using innovative experimental techniques. This was all made possible thanks to our collaborative and creative clients at Beats.”