Beats and Travis Scott explore belief and ambition in new film

Beats has launched a new global campaign with Travis Scott titled ‘dare to dream’, focusing on self-belief, long-term vision and creative persistence. The campaign centres on the Powerbeats Fit, described as Scott’s favourite Beats product to date, and positions the earbuds as a tool for artists and creators who push personal and professional boundaries.

The film draws its narrative from a tweet Scott posted on March 5, 2011, stating: “ONE DAY TRAVIS SCOTT WILL BE SOMEBODY.” Over the years, the tweet has resurfaced as a recurring reference point for his career trajectory. Nearly 15 years later, Beats reframes the statement as a cinematic reflection on manifestation, ambition and determination.

To ground the story in authenticity, the production recreates Scott’s childhood bedroom, the setting where his early creative ambitions took shape. The film features Scott as a teenager working on music using an Apple iMac while wearing the original Beats Studio headphones, the same model he used during his youth. The scene also includes an appearance by his mother, Wanda Webster, reinforcing the personal context of the narrative.

As Scott becomes immersed in making music, the film transitions into a dream sequence depicting large-scale live performances and crowds from his ‘Circus Maximus’ tour. The moment is interrupted when Webster calls him to prepare for school, pulling him back into everyday reality. As he leaves the room, Scott discovers a pair of Powerbeats Fit in his pocket, symbolising a link between his early aspirations and his present-day career. He puts the earbuds on, presses play and an unreleased track begins.

Scott’s relationship with Beats began in 2015 through his involvement in the Beats x UNDFTD collaboration, followed by his appearance in the brand’s global Got No Strings campaign for BeatsX. The latest project marks almost a decade of collaboration between the artist and the brand.

The film was developed in partnership with Larry Jackson, founder of gamma., and director Anthony Mandler, both long-term collaborators of Scott. Jackson has a longstanding connection with Beats, having worked closely with co-founder Jimmy Iovine during the brand’s early years. This history informed the creative approach and positioned the campaign as a continuation of shared creative values.

Rather than casting a younger actor, the production team used digital de-aging VFX to depict Scott at an earlier stage of his life, prioritising realism and continuity. The approach supports the campaign’s emphasis on authenticity and personal history.

Powerbeats Fit is positioned as Beats’ next-generation performance earbud, designed for sustained use by artists, athletes and creators. The product narrative aligns with the themes of focus and discipline reflected in Scott’s career.

“This film isn’t just about where I came from — it’s about the vision I had before anyone else could see it,” said Scott. “Beats has been a part of that story since the beginning.”

Jackson said: “This new campaign celebrates the self-belief that turns ambition into reality, embodied perfectly by Travis Scott.”

Chris Thorne, cmo at Beats, added: “This campaign captures something deeply personal — the belief that greatness starts with a single idea and the courage to chase it.”