Willow Smith has partnered with UE Fits by Ultimate Ears, marking her official role in the newly launched UE Fits Campaign.

Westbrook Media, founded by Jada Pinkett Smith and Will Smith in 2019, announced a year-long collaboration with the Swiss brand, Ultimate Ears, in March. The partnership focuses on technology, creativity and uniqueness. It strives to highlight this, not only in UE’s products but in its campaigns as well.

The UE Fits are technologically innovative earbuds that mold to the unique shape of your ear in under a minute, creating a tight seal to block out any external noise and giving users a truly personalized experience. Nothing says individuality quite like a product that specifically molds to you. It’s the newest addition to the company’s longstanding history of in-ear technology, that has revolutionized the music industry since the creation of the in-ear monitor in 1995.

UE Fits’ ethos is to provide users with a sense of empowerment to explore their creative freedom and spirituality — exactly what it highlights in the ethereal campaign video featuring Willow.

The Freedom FITS Willow video shows the singer behind-the-scenes of her recently completed album “Lately I Feel Everything,” using the UE Fits to tune out the world and transport her to a peaceful oasis full of lush greenery and vibrant lotuses.

Watch the video here:

And get a behind-the-scenes look at the making of the video:

In addition to the UE FITS campaign, Ultimate Ears, with Westbrook, will also participate in Creator Days, a series of events that links talent with digital creators to create original social media content.