Oakley
Project Type:
Creative development, Concept development, Brand development, Typography, Art direction, Digital strategy,
Film direction, Interface design & direction, & Editorial design
Oakley approached Work Club to promote their new range of lifestyle glasses - the Square 'O's. They needed to change people perceptions that they were either used by the elite (Lance Armstrong, Shaun White & co) or by the totally clueless with no sporting aspirations whatsoever!
Oakley’s casual ‘Square O’ sunglasses range have exactly the same technology that’s in their ‘Round O’ Olympic-cyclist-type-super-sporty range. Except these are casual frames, suited to more lifestyle sports (snowboarding, BMX-ing) with a more casual attitude. ‘Square O’ frames give it the full 10% - not 100%.
Concept:
It's what elite athletes wear when they're "off duty"
The wearers of Square O look at life from a unique perspective, comfortable in the knowledge that they could be pulling that big air or that front flip, they’re just choosing not to right now. But they probably will tomorrow. We created an Oakley property, ‘The Oakley Armchair Sessions’, and interviewed all of Oakley’s athletes from a vintage Chesterfield leather armchair. From the comfort of their Armchair, the athletes give advice about how to pull a trick - a trick that they could be doing, if they weren’t sitting down right now.
The films
See more here
The digital strategy
• We partnered with YouTube, who hosted all the new athlete footage we shot.
• Then we published all the photography to flickr.
• Created a facebook page that held anything from events and discussions about the athletes, as well as an app which featured exclusive Armchair Content
• a blog where the athletes would post their trips and (mis)adventures
• not forgetting the seemingly obligatory twitter accounts
This then all fed into one central hub team-site.
The Brand
The Armchair
This was actually a 3D model which enabled much more flexibility than a photoshoot would!
Team Site
The team site, being the hub of the content - was populated by feeds from all the other platforms. Each athlete profile page drew in the content tagged with their respective name.
YouTube
See the rest of the videos here
Blog
Facebook Presence
Print Spreads
The print spreads carried on the slacker tone of voice by encouraging you to take it easy - after all you're not wearing intense sports glasses!
© Work Club
Creative development, Concept development, Brand development, Typography, Art direction, Digital strategy,
Film direction, Interface design & direction, & Editorial design
Oakley approached Work Club to promote their new range of lifestyle glasses - the Square 'O's. They needed to change people perceptions that they were either used by the elite (Lance Armstrong, Shaun White & co) or by the totally clueless with no sporting aspirations whatsoever!
Oakley’s casual ‘Square O’ sunglasses range have exactly the same technology that’s in their ‘Round O’ Olympic-cyclist-type-super-sporty range. Except these are casual frames, suited to more lifestyle sports (snowboarding, BMX-ing) with a more casual attitude. ‘Square O’ frames give it the full 10% - not 100%.
Concept:
It's what elite athletes wear when they're "off duty"
The wearers of Square O look at life from a unique perspective, comfortable in the knowledge that they could be pulling that big air or that front flip, they’re just choosing not to right now. But they probably will tomorrow. We created an Oakley property, ‘The Oakley Armchair Sessions’, and interviewed all of Oakley’s athletes from a vintage Chesterfield leather armchair. From the comfort of their Armchair, the athletes give advice about how to pull a trick - a trick that they could be doing, if they weren’t sitting down right now.
The films
See more here
The digital strategy
• We partnered with YouTube, who hosted all the new athlete footage we shot.
• Then we published all the photography to flickr.
• Created a facebook page that held anything from events and discussions about the athletes, as well as an app which featured exclusive Armchair Content
• a blog where the athletes would post their trips and (mis)adventures
• not forgetting the seemingly obligatory twitter accounts
This then all fed into one central hub team-site.
The Brand
The Armchair
This was actually a 3D model which enabled much more flexibility than a photoshoot would!
Team Site
The team site, being the hub of the content - was populated by feeds from all the other platforms. Each athlete profile page drew in the content tagged with their respective name.
YouTube
See the rest of the videos here
Blog
Facebook Presence
Print Spreads
The print spreads carried on the slacker tone of voice by encouraging you to take it easy - after all you're not wearing intense sports glasses!
© Work Club