3M was launching their new noise-cancelling Quiet Space Bluetooth Headphones into an already crowded, highly competitive landscape during the COVID-19 pandemic.

This new product provided a key benefit that could make it very relevant and useful to consumers at this time — it was more effective at cancelling high-frequency sounds like the human voice. With most people working from home, struggling with household distractions, timing was perfect. When it came to producing launch assets and coordinating photo and video shoots the timing was less than ideal. And, standing out amongst the competition in the market called for some creative thinking.