In November 2015, Coldplay joined forces with Beats to launch a ground-breaking CGI video for their new single “Adventure Of A Lifetime”. The video was directed by long-time Coldplay collaborator Mat Whitecross, and produced collaboratively by Imaginium – Andy Serkis’ motion capture company, and Mathematic.

The video formed the basis for a ground-breaking global advertising campaign serving both Coldplay’s single as a music video & Beats’ new Pill as a 30” TV ad.

This campaign included the takeover of the largest billboard in the world for a month – the first music video takeover of Times Square . The relationship became a unique blend of creative and marketing by Beats to amplify the video to a global audience, creating unprecedented “event” marketing in the form of both TV and Outdoor Ad spend.

Critically the Beats campaign launched alongside the premiere of the video and on the eve of the launch of Coldplay's new album.

The results were astounding. The music video was launched as a Facebook exclusive for 48 hours and reaching over 20 million people with just one post. It clocked over 1 million views in 7 hours, 3 million in 15 hours.

Subsequently, the YouTube video garnered 500k view in 12 hours, 1.4 million views in 24 hours and has been viewed over 180 million times and counting

The TV ad launched on 22nd November 2015 in the centre break of the American Music Awards on CBS, followed by major TV shows across key European markets. As well as creating a huge awareness and sales uplift of the new Beats pill, the project cemented the Pill+ as an instant cultural icon.

Similarly, Coldplay’s new album “A Head Full Of Dreams” went to No.1 in the UK, and many other markets…!