Belkin partnered with North to launch its SoundForm wireless earbuds into an increasingly competitive category. The opportunity wasn't simply to talk about audio quality, but to recognise the role sound plays in everyday life, from music and podcasts to calls, meetings and the moments that keep us connected.

That insight became the foundation of the campaign: Sound Connects Us. More than a launch idea, it became a human-centred platform that positioned SoundForm as a product designed to bring people closer together.

North developed the campaign strategy, creative platform and launch identity, creating a cohesive system that extended across film, advertising, social and packaging, helping SoundForm stand out in a crowded tech market.