Charged Up was Beats’ first digital-only campaign, designed to help the brand reach a new audience within the fitness space. The goal wasn’t to chase polished fitness culture, but to connect with people who train through resistance, the moment when quitting feels easier than pushing forward.

Music was positioned not as background noise, but as the fuel that gets you through that barrier.

To earn credibility with this audience, I helped shape a strategy centered on real people, rather than traditional fitness celebrities. The idea was simple: show the exact moment when progress feels impossible and the role music plays in pushing past it.

By focusing on authenticity and relatability, the campaign spoke to everyday athletes without feeling aspirational in a way that felt out of reach.

We produced a series of raw, high-energy videos featuring athletes pushing through physical and mental limits while wearing the Beats Active Collection. The photos and videos were designed specifically for social to increase it’s effectiveness in the feed.

Engagement wasn’t treated as a vanity metric. Anyone who meaningfully interacted with the organic content was retargeted with color-driven product creative through dark posts, allowing performance messaging to follow emotional connection.

We also got to take on the role of music tastemakers as we used Desiigner’s hit song Panda before it broke out. You’re welcome Desiigner.