With the 2022 World Cup in Qatar looming, and a global campaign on the way, Beats by Dre wanted to extend the campaign to the Japan market with a bespoke local execution featuring footballer Ritsu Doan. The catch? As Ritsu was preparing for the tournament, we wouldn't be able to film him in Japan.

Knowing that we wouldn't be able to film Ritsu himself, we worked with Japanese rapper AK-69 – one of Ritsu’s favourite artist – to create an original spoken-word performance to cheer on the team at the World Cup.

Putting the two together, we developed an exciting creative execution that paired both influencers in a spot that was loved by both talents' sets of fans (Doan ended up being Japan's star player at the tournament).