Ultimate Ears and Westbrook Media, the digital content studio division of Jada Pinkett Smith and Will Smith’s Westbrook Inc., today announced a year-long multifaceted partnership that celebrates creativity, technology and the uniqueness in all of us.

WILL SMITH, JADA PINKETT SMITH, JADEN SMITH, and WILLOW SMITH arrive at the Paramount Pictures Justin Bieber: Never Say Never premiere at Nokia Theater L.A. Live, February 2011 | @depositphotos

The collaboration will leverage Westbrook Media’s creator-driven, innovative storytelling approach by using short films to bridge traditional entertainment with branded content that puts the product at the center of the story. The first project from this partnership will feature Jaden and Willow Smith and focus on the recently launched UE FITS, the world’s first truly wireless earphones with instant custom-fit.

“At Ultimate Ears, creativity and innovation are core to what we do,” says Jonah Staw, general manager and head of Ultimate Ears custom earphones. “We’re excited about Westbrook’s entertainment and digital platforms expertise, and we look forward to collaborating on talent-centered content that builds the brand and authentically engages with our audience.

Ultimate Ears redefined wireless earphones by recognizing that each person’s ear is unique, and consumers should not have to conform to standard tip sizes of small, medium and large. With Lightform technology, UE FITS mold to fit each person’s ears in under 60 seconds to deliver all-day comfort and an exceptional audio experience. This creative collaboration between Ultimate Ears and Westbrook Media shares this same spirit of innovation and inclusivity.

“Ultimate Ears is an incredibly innovative and cutting-edge brand. We are excited to work alongside the team to build a storytelling narrative that reflects the forward-thinking spirit of both our companies while offering consumers new avenues to connect with their favorite products,” adds Jabari Hearn, Westbrook Media SVP, Marketing, Brand & Entertainment.

24KGoldn Wearing the UE Fits Credit: Tommaso Boddi/Getty Images for Logitech

In addition to the UE FITS campaign, Ultimate Ears will also be participating in Creator Days with Westbrook, where it links talent with digital native creators to produce original social content.