Oakley

Oakley – Creative Effectiveness
Move the Game Forward

Spark
I identified opportunities to elevate creative effectiveness and embed Oakley’s performance and lifestyle eyewear into everyday culture, aligning the brand and agency with the Super Bowl roadmap — the pinnacle of global advertising visibility, cultural conversation and driver of brand fame.

Challenge
Establishing Oakley as a lifestyle brand with audiences that don’t identify Oakley as relevant to them. The brand was heavily associated with niche sports. The opportunity was for Oakley to signal Gen-Z ready in executions through self-identity and in pursuit of self-progression.

Strategic Insight
More than a TV spot, the Super Bowl is a cross-channel cultural ecosystem. People tune in for the ads as much as the game - from teasers and influencer tie-ins to real-time and post-game buzz, creating the one moment where brands earn both mass attention and cultural impact.
Approach

I led and directed the creative brief to deliver the campaign, positioning new and innovative ways the brand could participate in cultural conversation via a social first campaign based on the Superbowl timings with a live PR stunt, a TV spot for the US market.

Results
Although positioned, it was brought to life and executed used as part of a modular online and tv spot series the following year. Delivered 24M+ impressions initiating and directing the Oakley x NFL 2023-2024 partnership, featuring Patrick Mahomes II in the "Move the Game Forward" modular campaign.