Oakley | XEUS
THE WORLD’S BOLDEST EYEWEAR UNVEILED ON SPORTS BIGGEST STAGE.
Creative Direction | Content Direction
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OAKLEY XEUS
20 years after the OVERTHETOP glasses were worn by sprinter Ato Boldon in the 2000 Sydney Olympics Games, we took another, futuristic direction on a piece of eyewear that is influenced by one of Japan’s most famous heroes - the Kabuto (helmet) of the Samurai.
THE STORY
Relating back to the design inspiration behind the product, and the challenge that those wearing the product were about to face, a narrative was created to highlight the “Mindset of a God. Image of a Warrior”.
Video, Imagery, and Packaging, to bring this story to life.
THE DELIVERY
To overcome the issues of physically getting product to the Olympic finalists in Tokyo, a special delivery method had to be created.
THE ATHLETES
The final stage was getting some of the most notable names wearing the product in competition.
