The brief was twofold. One, reinforce Apple’s love of music while keeping AirPods at the center of the cultural zeitgeist. Two, capture the immersive experience of Spatial Audio on AirPods dynamically and visually.

This campaign retains the iconic visual language of the original 2003 Silhouettes billboards but adds a vibrant twist. Additionally, the dimensional sound of Spatial Audio is visualized by dancers in dynamic, radiating echoes across the compositions, capturing the feeling of 3D sound in a 2D space. Executions appeared on over 3800 out-of-home placements globally, in retail and online.

A classic remastered, the dimensional sound of AirPods with Spatial Audio is visualized by Harry Styles (representing Spatial Audio) and dancers in a dynamic rendition of Apple’s iconic visual language, Silhouettes.

This campaign re-introduced Apple’s iconic silhouettes to a new generation, becoming the most talked about AirPods campaign ever, with social conversation leading to over 1.1B organic impressions.