Benson Boone x JBL

Part music video, part commercial, The Mayda Creative Co. teamed up with Havas and JBL to dive into Benson Boone’s Mystical Magical world, crafting a love letter to artistic expression and showing how sound fuels his creativity, from quiet inspiration to the big stage.

Tasked with illustrating how JBL’s latest earbuds help Benson Boone tap into his creative zone, The Mayda Creative Co. developed a film that blends performance, storytelling, and visual artistry. Anchored by Benson’s personal mantra ‘never be afraid to be your own artist’ and set to his latest single ‘Mystical Magical’, the film charts his rise from solo piano to full-blown stardom.

With the concept locked, the team went back to art school, playing with everything from hand-painted textures to stylized animation that matched Benson’s incredible energy. They explored layered brushstrokes, trippy stair sequences, and treated every frame like its own little piece of art. The final film mashes up live action and illustration into a colorful, ever-shifting visual ride.