Shure × Jacob Collier

Create a global campaign to launch Shure's AONIC FREE true wireless earphones with Jacob Collier. The film needed to introduce the new product while also showing how Shure technology fits naturally into Jacob's wider recording and creative process. It had to feel credible to his existing fanbase and accessible to audiences discovering both Jacob and the product for the first time.

Rather than place Jacob inside a conventional product endorsement, the idea was to let him explain his process in his own words. The film follows the journey of a song from its earliest idea through experimentation, recording, listening and refinement. It captures not only Jacob at work but also the space around the work: the moments of concentration, enjoyment and repeated listening that turn an initial thought into a finished piece of music. Shure's products appear as part of that process rather than something imposed upon it. This was particularly important because Jacob genuinely uses Shure equipment and has done so throughout his development as an artist.

The relationship began through earlier creative ideas developed for a proposed Jacob Collier television performance. Although that project did not ultimately happen, Jacob's management team at Quincy Jones Management responded positively to the thinking and returned with the Shure brief. That existing creative trust allowed the new campaign to begin with an understanding of Jacob as an unusually intelligent, experimental and credible artist. The creative approach was built around protecting that authenticity.

The completed films launched Shure's AONIC FREE true wireless earphones while demonstrating how Shure products can support the full recording and listening process. The campaign was delivered globally across YouTube and social media in four durations and three aspect ratios, creating a flexible content system for different platforms, placements and audience behaviours. The films gave the product credibility through a genuine relationship between artist and brand. They remain publicly available and continue to demonstrate how an artist partnership can communicate product value without compromising authenticity.