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 feel a bit more personable and realistic. With that in mind, I wanted to put that personablility at the forefront truly showcasing how Oakley can fix issues that urban cylcists 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 a more personalized experience city to city as well as harping on issues that urban cyclists may be facing as the bike by.