Case Study:
The Oakley Advantage
Campaign Design, Art Direction, Multi-Platform
Campaign Design, Art Direction, Multi-Platform
The Brief:
Oakley needed a campaign to showcase how their products could improve your game in real time. Whether it be on the green, at home, or in the streets, our goal was to elevate, inform, and inspire.
To do this, we partnered with 3 key Oakley athletes: Kia Dahl, Min Woo Lee, and Davis Paul to demonstrate the Oakley Advantage.
My Role:
I led the art direction and end-to-end design of all collateral spanning social, web, and printed in-store materials.
In partnership with my former agency of record, Owen, I was brought in to lead the charge.
In partnership with my former agency of record, Owen, I was brought in to lead the charge.
16:9 Digital Constructs
How do you uphold an eyewear performance legacy of over 50 years?
I led image curation, weighing hundreds of options for story and visual impact. Then, I tested layouts until each "construct" (visual frame) held together as a system. Working with a copywriter, I shaped the product messaging around those constructs.
Each athlete was featured in several different eyewear products, creating 117 total files to be packaged.
I set the layout standards up front, then directed the team through production, so every file held to the same system.
I set the layout standards up front, then directed the team through production, so every file held to the same system.
9:16 Digital Constructs
4:5 and 1:1 Digital Constructs
A4 Printed Constructs
Below, you can see the progression of the construct design.
I set a dual-image system wherein a cropped product detail shot is paired with a lifestyle shot. This both establishes the scenarios that consumers might find themselves in, and showcases the eyewear on a more intimate level.
From left to right: the visual progression of the constructs.
The final suite of deliverables spanned 107GB of digital and print files over two months.
The Results:
107 GB of social, digital, and print-ready assets delivered.
One cohesive brand presence that stayed true to the voice, look, and product story, no matter the format.
End-to-end ownership: setting the visual approach, leading the team, and final buildout.
Thank you to Owen and my wonderful network who believe in me to lead.