Shure × Jacob Collier

Develop a global creative campaign for Shure's AONIC FREE earphones built around the working process of musician Jacob Collier.

Put the product inside the creative process rather than presenting it as a conventional endorsement. The campaign would show how an artist listens, experiments and develops ideas.

Creative direction and executive production across the campaign, including concept development, artist collaboration, creative team formation and oversight of the production and delivery process.

Film, performance capture and supporting content were developed as a premium multi-market content system and produced to broadcast standard.

The production had to align Jacob Collier's studio schedule, an international crew and Shure's global marketing calendar without losing the intimacy and authenticity of the original idea.

Delivered for use across Shure's global markets and channels, with the artist collaboration becoming a reference point for the brand's creative work in music.