Beats, the Apple-owned audio brand, and Travis Scott have launched the “DARE TO DREAM” campaign, highlighting self-belief, persistence, and creative determination. The campaign features Beats’ latest earbuds, Powerbeats Fit, identified as Travis Scott’s preferred Beats product.
DARE TO DREAM: Campaign Concept
The campaign film takes inspiration from a tweet posted by Travis Scott on March 5, 2011: “ONE DAY TRAVIS SCOTT WILL BE SOMEBODY.” Nearly fifteen years later, the film revisits this message, portraying it as a reflection on determination and the progression from aspiration to achievement.
Film Details
- Beats recreated Travis Scott’s childhood bedroom, the space where his early creative efforts began.
- Wanda Webster, Travis’s mother, makes an appearance in the film.
- A young Travis is shown composing beats on an Apple iMac while wearing original Beats Studio headphones, the model he used growing up.
- The scene transitions into a dream sequence depicting sold-out performances from his “Circus Maximus” tour”.
- Returning to reality, Travis is called to school by his mother and discovers a pair of Powerbeats Fit in his pocket. He puts them on and plays an unreleased track.
Travis Scott’s association with Beats began in 2015 with the Beats x UNDFTD collaboration. He was later featured in the Beats Got No Strings global campaign for BeatsX, and this latest collaboration continues the longstanding partnership between the artist and the brand.
Production and Creative Team
The film was developed in collaboration with Larry Jackson, founder of gamma., and director Anthony Mandler, both longtime collaborators of Travis Scott. To depict a younger version of Travis, the team used advanced digital de-aging VFX rather than casting a double. Jackson’s early work with Beats co-founder Jimmy Iovine helped establish the creative foundation that informed this collaboration.
Speaking about Travis Scott, he said:
This film isn’t just about where I started — it’s about the vision I had before anyone else could see it. Beats has been a part of that story since the beginning.
Speaking on the campaign, Larry Jackson, Founder of Gamma, said:
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 transformed 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.
Speaking on the campaign, Chris Thorne, Beats CMO, said:
This campaign captures something deeply personal — the belief that greatness begins 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.