FutureDeluxe

The launch video for the new Powerbeats Pro 2 sports earbuds was designed to be more than just a product video. The client wanted to communicate the story behind the development of the product, so the FutureDeluxe creative team came up with a narrative centred around athletes and design. Technically sophisticated, rich in detail and full of emotion, it is a visual tour de force.

Interview with Raj Davsi, Creative Director and FutureDeluxe

Red Dot: Why didn’t the customer want a regular product video?

Beats wished to do more than simply present the product. They wanted to talk about the innovative features of Powerbeats Pro 2. A behind-the-design approach enabled us to combine the product’s features with rigorous athlete testing and performance-oriented design, allowing audiences to delve into the development process instead of just seeing the result.

What approach did you take to making the video?

We wanted to fuse athletic excellence with a sophisticated CGI aesthetic and data as the driving visual force. The narrative visualises product innovations – from heart rate measurement to aerodynamic design – by using live action, scanning techniques and immersive graphics. The result is a video that reflects the precision and dynamics of the headphones themselves.

Sound also plays a very important role …

Yes, we treated it as an extension of the motion. Rhythm and beat, as well as dynamic changes, were synchronised with the athletes’ movements and the product transitions to create a connection between the audio and visuals. This serves to emphasise both the acoustic excellence and the sports focus of the earbuds.

What made this production technically special?

We combined an unusual number of techniques, from slow motion and AI-generated depth maps to iPhone / Luma AI scans on set. Using RunwayML, we converted 2D images of athletes in Houdini into 3D point clouds to add depth and texture. With an agile scanning approach, we were able to capture still images of athletes in motion that seamlessly transition into CGI sequences.

Why were details important to you?

Powerbeats Pro 2 is the product of meticulous development work and feedback from athletes, which is why every design decision counts. Focusing on details such as the curve of the earhook allowed us to showcase the care and attention that went into the development of the product itself, and to celebrate the art of design.