Oakley | BE WHO YOU ARE
aimed at INSPIRing everyone TO BELIEVE & TRUST IN THEMSELVES. to be real, be unique, be authentic.
to be who you are.
Brand Strategy | Creative Direction | Content Direction | Script & Copywriting
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As the world started to emerge from a prolonged period of uncertainty, it was clear that people weren’t themselves. There was a common state of confusion. “Who am I?” “What does my future look like?”.
Well, we decided to celebrate individuality, to showcase uniqueness, and to inspire everyone to be their own person. To be who they are.
The hero film was released just before the 2021 Tokyo Olympics, narrated by chef, rapper and TV personality, Action Bronson, someone who was going through a personal transformation.
Action Bronson calling-out Oakley on TikTok, before the release of the campaign.
One of the press story examples - Action on Rolling Stone.
The Be Who You Are movement didn’t just rely on this one moment, but came to life across more than 15 sports and 20 countries, focusing on pro athletes and local communities.
Italo Ferreira | Surf | Brasil
Jofra Archer | Cricket | UK
Lamar Jackson | NFL | USA
Scump | eSports | USA
Patrick Mahomes | NFL | USA
Oakley Community | Multiple Sports | Paris, France
Oakley Community | Multiple Sports | Munich, Germany
Julian Wilson | Surf | Australia
To see more of the Be Who You Are content, feel free to take a look HERE.