DISRUPTIVE BY DESIGN.

Oakley's expansion into varied product categories meant their audience was becoming broader and the messages more disparate. It was leading them down a path that felt softer than the true ethos of the brand. We set out to recapture the connection between Oakley's anti-establishment attitude and its passionate approach to product design. The best place to start was with the ideals of Oakley's founder Jim Jannard when he started the company in his garage in the 1970s. We expressed that there is still a beautifully chaotic purpose to everything Oakley does. They are inherently disruptive by design.

Jim himself, Oakley's spaceship-esque headquarters, and the uninhibited creativity that leads to industry-changing products were the focus of the campaign.

A large format gatefold piece used actual drawings by Jim of a bike grip, as well as an original rendering of the front of Oakley headquarters.