Builders Club Directs and Produces Global Launch Campaign for Beats 360

Oct. 01, 2026

Global creative studio Builders Club has unveiled its latest globalcampaign with Beats for the launch of Beats 360, the brand’s first entirely new over-ear headphone silhouette in over ten years. Continuing a long-standing creative partnership, Builders Club led the production, directing and shooting the live action campaign on location in Barcelona while delivering high-end CGI, motion design, and product simulation.

Centred on the theme of 360 circularity, Builders Club & Beats put the campaign’s product innovation at the forefront. The visual narrative highlights Beats 360’s signature “twist and click” interchangeable cushion system, which allows users to effortlessly swap between multiple cushion colourways for style or function throughout their day.

To reflect this easy interchangeability, Builders Club established a unified visual direction around a seamless real-world and technical production precision. The live action centred on fluidity and product diversity through the day-to-day, whilst high-end CGI showcased the detailed engineering and new materials through a contemporary design language.

Lauren Egen, Executive Producer at Builders Club commented:

"It was really exciting working with Beats again and being part of shaping the world around such a new and innovative product. We were able to bring together so many of the tools we love — live action, CGI and 2D — which gave us the opportunity to create distinctive storytelling and a really fresh visual world around the product."

 

The campaign delivered by Builders Club consists of hero films, deep-dive technical features, and bespoke digital activations: including a 30sec Hero Launch Film, 2:30 Behind the Design (BTD) Longform Film, alongside an in-store film, various cutdowns and social assets.

The campaign is now live globally across digital, social, and retail channels.