Above the Noise

Above the Noise

On November 14th 2017, three women made history and became the first African bobsled team to qualify for the Olympics. While traditional media was caught up in the novelty of the story, we welcomed Seun, Akuoma, and Ngozi to the Beats family by digging a little deeper. The result is an inspiring lesson in rising above the noise and overcoming fear.

02 / Jordan Brand

Big O & Big Zero

Big O & Big Zero

Towards the end of the 2017 NBA season, Russell Westbrook was fast approaching one of the NBA’s most revered records, a triple double average for the entire season; a feat last achieved in 1962 by Oscar Robinson, the Big O. With no time to capture new footage, we created this film for Brand Jordan that aired straight after the historic game when Westbrook broke the record. The film garnered over 6 million views on Facebook.

03 / Beats by Dre

Straight Outta

Straight Outta

In summer 2015, Universal Pictures partnered with Beats to promote Straight Outta Compton, a biopic of Dr. Dre. To connect Beats to the film and celebrate every hometown as a state of mind that shapes identity, Hustle launched a meme generator website. With its simple UX, visitors could create custom memes to rep their own origins. Artists and athletes from the city Compton inaugurated the campaign. Quickly, other celebrities joined in without any endorsement money, and within 24 hours, Straight Outta was #1 trending topic on Twitter, Instagram, and Facebook.

Make yours at: StraightOuttaSomewhere.com

04 / Twitter

#SeeEverySide

#SeeEverySide

In June 2017, we relaunched Twitter’s brand identity with #SeeEverySide, positioning the brand as the one truly open, unbiased, social media network. The campaign launched with a film focusing on the impact of Twitter in music culture, featuring Chance The Rapper and his relationship with his fans and critics.

GOAT

Dropping on NBA Draft day, when all the talk was of Lonzo Ball, this viral film expanded on the overused trope.

Summergeddon

To show that anything can be debated and discussed, we released this viral film during an unseasonal heatwave.

05 / Beats by Dre

Hear What You Want

Hear What You Want

To promote Studio Headphones’ adaptive noise-cancelling innovation, we launched a campaign that linked the product to an essential athlete insight; blocking out the “noise” helps the world’s greatest athletes focus and prepare for the moment. With this connection between product feature and emotional truths, the “Hear What You Want” platform was born, featuring sports elites Colin Kaepernick of the San Francisco 49ers, Kevin Garnett from the Brooklyn Nets, and Richard Sherman of the Seattle Seahawks.

06 / Beats by Dre

Re-established

Re-established

To launch Powerbeats, we explored Lebron James’ pivotal move from Miami back to Cleveland and the intensive work undertaken for his return. Inspired by words inked on LeBron’s shoulders, we created “Re-Established 2014” that told of his undying allegiance to Ohio. The film premiered a week before his season opener and garnered over 10 million views in its first week, boosting consumer interactions over 5000% and sales by 133%, making PowerBeats2 Wireless the top selling headphone worldwide.

07 / Beats by Dre

The Game Before
The Game

The Game Before
The Game

“The Game Before the Game” shows the pre-match rituals of soccer players, fans and celebrities around the world as they silence their doubts, fears and distractions. The film, launched before the 2014 Rio FIFA World Cup, stars some of the world’s greatest footballers and features some of the world’s biggest celebrity football fans. With over 27 million YouTube views, we put Beats at the center of Rio.

08 / Beats by Dre

The Hijack

The Hijack

To promote Powerbeats2 hands-free phone calling, we worked with University of Oregon’s Marcus Mariota who was predicted to be an early NFL draft pick. Leading up to the draft, we documented his experience in his hometown. Dropping a day before the draft, the film connected Beats to Mariota.

The Big Call

On the big day, we seeded product to key players, Mariota and two other top picks, who took their draft calls live-on-air with their Powerbeats2, disrupting our key competitor’s sponsorship.

09 / Beats by Dre

The Beats Pills

The Beats Pills

To prove their small Pill speakers were super loud, we invented 'The Beats Pills': tiny, trash-talking characters with big personalities and even bigger mouths. The Pills had voices in every important cultural conversation via responsive content for social media, contextual out-of-home and online ads, and a live-action celebrity talk show animated instantly using Unity technology. Beats even produced and sold real characters designed to hold the Pill speakers.

We connect
brands with culture.

About

Hustle is a creative agency designed to move at the speed of culture. We craft influential brand narratives that create conversations.

But we’re not for everyone.

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