Defy the Noise

BEATS by Dre


Director: Mike Sunda
Production: CEKAI
Agency: PUSH Japan
Executive Producer: Kristian Kvam Hansen
Producer : Shin Ohira
Director: Mike Sunda
1st AD: Bernie Hitachi
Director of Photography: Victor Ivanov
1st AC: Yuji Suzuki
2nd AC : Rem Egura
Lighting Director: Arata Ijichi
Lighting Chief: Yoshiki Toyama
Lighting Assistant: Hiroki Ikeyama, Takashi Watanabe, Yuichiro Kimura
Photographer: Steve Gaudin
Photography Assistant: Dhani Caro
Production Assistant: Troy Ippei, Shosuke Mori
Production Manager: Maya Sause
HMUA: Taichi Yoneo (TUNE)
LED Monitor: Michio Namikata, Unkan Shu, Sumire Iimura
Editor/Colorist: Victor Ivanov
Rental: Capsule


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, and had to find a creative way to incorporate existing video assets that had already been captured for the global campaign. 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: AK-69 filmed locally, in-person, and footage of Ritsu Doan captured abroad, repurposed for this video.


Tokyo. Oslo. Shanghai. Sydney