Apple has decorated its stores with big-sized ads globally in London, Tokyo, Paris, Dubai, Milan and others to promote the new AirPods Pro.
The ads, which feature dancers moving beyond the confines of traditional spaces, are also hung on walls and projected on buildings.
The huge scale dancers are over 40 feet tall, to signal the arrival of the new product on launch day.
Apple said the new AirPods Pro features innovations like Active Noise Cancellation to create an immersive sound, new tapered silicon tips and transparency mode.
It recently launched another campaign which showcased the minutiae of daily life – and how the iPhone 11 and Apple Watch Series 5 can survive through it all.