oakley
ride better
While developing this campaign to speak to urban cyclists, it occurred to me that there’s a lot of POV-led content in both shortform and longform. From movies like Hardcore Henry to YouTube Shorts of skydivers, the content always feels a bit more personable and realistic. With that in mind, I wanted to put that personability at the forefront, truly showcasing how Oakley can fix issues that urban cyclists actually face. Glare, cold weather, accidents, rain, whatever it is. Oakley has a product that directly addresses the mundane, everyday problems of a biker and gave them a direct product to solve each one. Additionally, the POV style allows the audience to connect back to real memories of their cycling tenures and hopefully spark a bit of joy.
ad & copy: andrew flynn
commercials
mag ads
ooh
This leg of the campaign utilizes existing technology in OOH called weather triggers to change creative featured on the bus shelters based on the climate of that city on any given day. This technology allows for a more personalized experience city to city as well as harping on issues that urban cyclists may be facing as they bike by.