Beats unveils ‘Dare to Dream’ campaign featuring Travis Scott

Beats, now part of Apple Inc.’s Services division, has teamed up with global icon Travis Scott for a new campaign, Dare to Dream, celebrating the vision, self-belief and persistence that fuel creative greatness. The campaign highlights Beats’ latest product, Powerbeats Fit—Travis Scott’s favourite Beats product to date.

At the heart of the campaign is a short film inspired by a tweet Travis posted on March 5, 2011, that has since become a viral marker of his journey: “ONE DAY TRAVIS SCOTT WILL BE SOMEBODY.” Nearly 15 years later, the film brings that declaration full circle, reimagining it as a cinematic meditation on destiny and determination, and a reminder of how belief can shape reality.

To anchor the story in authenticity, Beats recreated Travis Scott’s childhood bedroom—the space where his earliest creative ambitions took shape. The film also features a special appearance by his mother, Wanda Webster, adding an intimate, emotional layer. Viewers see a young Travis making beats on his Apple iMac, wearing the original Beats Studio headphones he grew up loving.

As he immerses himself in the music, the scene morphs into a dreamscape of sold-out arenas and roaring crowds from his Circus Maximus tour. He is soon pulled back to reality by his mother calling him to get ready for school. On his way out, he discovers a pair of Powerbeats Fit in his pocket—a symbolic bridge between past and future. He puts them on, hits play, and an unreleased track begins.

Travis Scott’s relationship with Beats dates back to 2015, when he appeared in the Beats x UNDFTD collaboration, followed by a role in the global Got No Strings campaign for BeatsX. Nearly a decade later, the partnership continues to evolve.

The film was created in collaboration with Larry Jackson, founder of gamma., and acclaimed director Anthony Mandler—both longtime creative partners of Travis Scott. Larry Jackson’s relationship with Beats goes back to the brand’s earliest days, having worked closely with co-founder Jimmy Iovine. That long-standing connection helped shape the creative foundation behind this collaboration, making it a true full-circle moment.

To portray a younger version of Travis, the team used advanced digital de-aging VFX, prioritising authenticity over casting a lookalike.

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

“Beats has always been powered by bold imagination,” said Larry Jackson, founder of gamma. “From Jimmy Iovine handing me the first Studio prototype in 2007 to 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 campaign celebrates the self-belief that turns ambition into reality.”

“This campaign captures something deeply personal—the belief that greatness begins with a single idea and the courage to pursue it,” said Chris Thorne, CMO, Beats. “That belief connects Beats and Travis, and this is only the beginning of what we’ll build together.”