With a rich history of headline athlete partnerships in the States and a global product campaign live across three continents at the time, Beats needed a specialised approach for English football culture. And with a very special athlete to announce, the creative opportunity was massive. No more than a nod to Cole Palmer's famous ‘ice cold’ goal celebration, the ice rink is simply the film setting. The real idea is that since nobody really knows how Cole does what he does, why not suggest that this is how he spends his personal time?  Observed only by the janitor, the film lets the daydream breathe, and the viewer doesn’t know why Cole’s there or how he’s doing it ..but could almost believe it’s real.