Product Launch · Brand Strategy · Campaign · Digital · Motion
Reclaiming the attitude behind one of the world's most recognizable performance brands.
A platform rebuilt from the ground up.
Oakley was preparing to introduce three flagship products, but the brand had begun drifting toward the mainstream. The challenge wasn't simply to launch new products—it was to reignite the attitude, innovation, and edge that had always made Oakley distinctive. The work needed to create a sharper, more focused expression of the brand while giving the new products a compelling platform to stand on.
Disruptive by design.
The creative direction centered on Disruptive by Design—a platform built around the idea that Oakley doesn't follow convention; it challenges it. I helped translate that idea into a visual system that could move fluidly across product storytelling, campaign creative, digital experiences, and launch communications. The result was a more focused expression of Oakley's personality, giving each product its own presence while keeping the broader campaign connected.
Designing beyond the product launch.
I worked across the launch ecosystem to help translate Oakley's brand attitude into a cohesive campaign experience—from the core creative direction and product storytelling through digital, motion, and supporting campaign assets.
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Brand direction.
Helped translate the Disruptive by Design platform into a focused visual expression of Oakley's brand, keeping the work rooted in the attitude and innovation that made the brand distinctive.
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Product storytelling.
Developed visual narratives that gave three flagship products distinct personalities while maintaining a cohesive campaign system across the launch.
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Creative execution.
Extended the campaign across digital, motion, product communications, and supporting brand touchpoints to create a consistent experience from launch through sales.
A sharper brand. A stronger launch.
The work helped Oakley reassert a more focused, distinctive brand expression around its new product portfolio, creating a campaign that carried the Disruptive by Design idea consistently across channels.
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Product launch.
3 flagship products brought to market under one cohesive creative platform.
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Brand.
A more focused expression of Oakley designed to reconnect the brand with its performance-driven attitude and edge.
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Sales.
Record-breaking sales followed the launch, alongside an invigorated sales team.
