Built Different

Oakley

Rosie Lee Creative

Client:
Luxottica
Team:
Jame Nelson
Matt Divitta

Oakland, USA shoot
Talent: Chas Christiansen
Photographer: Keith E. Morrison
Assistant: Jorge Bardinas
Digi Tech: Renee Dodge

Ericeira, Portugal shoot

Talent: Kanoa Igarashi
Photographer: Federico Sorrentino
Assistant: Antonio Sansica
BTS Photographer: Tanner Carney
Stylist: Betta dal Bello
Modena, Italy shoot
Product photography: Studio Vetusta
Oakley recently launched a dynamic global campaign across stores, Oakley.com, and social media, centred on their vibrant community of athletes and their passion for creative expression. This campaign, spanning iconic locations like the Shibuya flagship’s outdoor digital display and Milan’s HQ concept store, introduces the relaunch of Oakley Custom – a platform inviting consumers to personalise classic eyewear designs.
        Our task was to craft a multi-channel platform that both inspires and educates consumers about the boundless possibilities of Oakley’s Custom product range. Drawing inspiration from the way professional athletes express their individuality through customised sportswear and equipment, we partnered with Oakley ambassadors Kanoa Igarashi and Chas Christiansen, who embody the essence of being "built different" – the campaign’s tagline.
        Filmed in their creative spaces in Oakland and Portugal, Kanoa and Chas shared their personal processes of designing their Oakley Custom eyewear, seamlessly blending functionality and individuality. Alongside these intimate, documentary-style videos, we produced striking product shots and stop-frame animations showcasing their designs and the broader range of customisable options.
        Through extensive social media content, we invited fans to embrace their creativity by designing their own bespoke Oakley Custom eyewear. This campaign not only celebrated individuality and innovation but also laid a foundation for Oakley to expand upon in future initiatives.


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