Beats Transforms Breakfast into Dance Floor with Furry Force of Nature
Meet Vear: a pure, raw energy beast. From the early morning, his voracious appetite fuels his day, devouring strawberries, cereal, and whatever else he craves. But it’s his deep love for music and an unstoppable urge to groove that truly define him. Whether spinning in his kitchen or jamming in his room, every moment becomes a stage for his signature moves.
At its heart is Vear, a playful new character created by Verdy, the contemporary Japanese artist whose streetwear aesthetic speaks directly to younger, trend-focused audiences. Together, Beats and Verdy deliver a bold collaboration that fuses music, urban culture, and cutting-edge design, perfectly aligned with Beats’ DNA.
The spots, directed by BUDA and produced by BOL, take us inside Vear’s apartment, filled with posters, stickers, and decor that give a glimpse into his world, one full of Verdy vibes and urban culture. Every detail, from the colour palette to the playful props, uncovers the personality and passions of this new character.
Before Vear could step into the 3D world, his story took shape in a 2D animatic - a blueprint that set the stage for everything to come, shaping the campaign’s tone and style. From refining Vear’s fur texture and perfecting his movements to designing the subtle messiness of a teenager’s room, every detail, down to crafting props and furniture, played a crucial role in revealing more about our protagonist.
High-energy tracks by Japanese artist Young Coco drive the campaign, setting the perfect tone to merge the Beats and Verdy universes while amplifying Vear’s raw groove.
The Verdy x Beats collaboration enhanced each brand’s connection to contemporary culture, one driven by music, art, and bold self-expression. It gave Beats a product with an exclusive and stylish edge while introducing Verdy’s art to a wider, music-oriented audience. With the Vear Pill holder selling out in under an hour, it’s clear this partnership struck a chord.
