Beats has rolled out a campaign, 'Dare to Dream', featuring rapper Travis Scott, to spotlight its Powerbeats Fit.

Created in collaboration with Larry Jackson, founder, gamma., and director Anthony Mandler, the campaign, comprising an ad film, celebrates the vision, self-belief, and persistence that define creative greatness.

The film takes cues from a tweet Scott posted on 5 March 2011: “One day Travis Scott will be somebody”, which has since become a viral marker of his journey. Nearly fifteen years later, that line comes full circle. The film reimagines the tweet as a cinematic reflection on destiny and determination, grounded in reality through a recreation of Scott’s childhood bedroom, where his creative ambitions first took shape. It also features his real mother, Wanda Webster, adding emotional weight.Viewers see a young Travis creating beats on his Apple iMac, wearing the original Beats Studio headphones he loved as a child. As the music takes over, the scene shifts into a dream of sold-out shows from his Circus Maximus tour, before his mother calls him back to reality for school. On his way out, he discovers a pair of Powerbeats Fit in his pocket, puts them on, presses play, and an unreleased track begins, linking past and future in one moment.

To portray a younger Scott, the team used advanced digital de-aging VFX for authenticity, rather than casting a double.

Travis Scott's partnership with Beats began in 2015 with the Beats x UNDFTD collaboration, followed by his role in the Got No Strings campaign for BeatsX. Nearly a decade later, their collaboration continues.

What we think about it: The film smartly anchors the product story in Beats’ long-running relationship with Travis Scott, using memory and manifestation to make Powerbeats Fit feel like a natural extension of his journey rather than a forced insert. What really works is the emotional restraint: instead of overselling tech, it lets belief, family, and time do the heavy lifting, which gives the brand message credibility and staying power.

Chris Thorne, CMO, Beats, said, “This campaign captures something deeply personal — the belief that greatness starts with a single idea and the courage to chase it. It’s the same belief that connects Beats and Travis — and this is only the beginning of what we’ll build together.” 

Jackson added, “Beats has always been powered by bold imagination — from Jimmy Iovine handing me the first Studio prototype in 2007 to the iconic campaigns that defined a generation. Returning now to help shape the brand’s next chapter with Dare to Dream feels like coming full circle. This new campaign celebrates the self-belief that turns ambition into reality, embodied perfectly by Travis Scott, who once tweeted he’d ‘be somebody’ and manifested it into one of the biggest careers on the planet. That’s what happens when you dare to dream, and we hope it inspires the next generation to do the same.”