A symbol of focus, ambition and creative belief.
Beats has linked up with Travis Scott for “Dare to Dream”, a new campaign rooted in vision, self-belief and creative persistence. The film centres on Powerbeats Fit, Travis Scott’s favourite Beats product to date, and looks back at the mindset that shaped his rise.
Inspired by a now-famous tweet Scott posted in 2011 reading “ONE DAY TRAVIS SCOTT WILL BE SOMEBODY,” the campaign reframes that declaration as a cinematic meditation on destiny and determination. Nearly 15 years on, the words serve as a reminder of how belief can evolve into reality.
To ground the story in authenticity, Beats recreated Scott’s childhood bedroom, the space where his earliest creative experiments took place. The film features a young Travis making beats on an Apple iMac while wearing the original Beats Studio headphones, alongside a cameo from his real-life mother, Wanda Webster. As the music builds, the scene shifts into a dreamlike vision of sold-out arenas from Scott’s Circus Maximus tour, before snapping back to reality with a familiar call to get ready for school.
The narrative bridges past and present when Scott discovers a pair of Powerbeats Fit in his pocket, presses play and hears an unreleased track, signalling the continuity of his creative journey. Directed by Anthony Mandler and developed in collaboration with gamma. founder Larry Jackson, both long-time creative partners of the artist, the project also marks a full-circle moment for Beats. Scott first collaborated with the brand in 2015, and Jackson’s history with Beats stretches back to its earliest days alongside co-founder Jimmy Iovine.
Made to ehoe the journey of an artist who once promised he would become somebody, and did, take a look at the campaign below.
