THE COURAGE
TO BELIEVE IN
YOURSELF
Oakley
Commercial-Docu Series
Be Who You Are
Client/Network: Oakley
Role: Director and Creative Director
Partners: Stept Studios
From Oakley: “This is our message to you. All of you. As humans, society teaches us to fit in, to adapt to an idea of normal, and we end up losing sight of the ‘thing’ that makes us unique. That makes us special. This ‘thing.’ It sets you free. It makes you great. Embrace it. Believe in it.”
Six inspirational films that celebrate the self-expression of six Oakley athletes, this thematic series encourages people to believe in themselves to ‘Be Who You Are.’
Shot on location in:
Denver, CO | Paris, France | Oslo, Norway | Vancouver, Canada | Milan, Italy | Park City, UT | Stockholm, Sweden
THE CONCEPT
Each athlete has a driving force - an inspiration for why they push themselves every day. In this extension of “Be Who You Are,” we will explore those motivations. This six-episode series dives into different snow athletes’ driving motivations for an intimate and personal look at the person behind the goggles. We flipped the script and let the athletes tell their own stories. We worked closely with the athletes to give them the mic and ‘camera’ to support them as they told their own story and then brought it together with a mixed media edit.
THE VISUAL MECHANICS
Diving deeper into the motivations of athletes we explored the passion points and inspirations that make them so uniquely themselves and in turn how they manifest their individuality in their sport.
Utilizing mixed media approach lo-fi (Mini-DV, iPhone) athlete interviews were juxtaposed against footage, providing a perspective of the person behind the name. Depending on the substance of the story the content needs ranged from licensed/captured performances to archival footage around their life and even of their adolescence when relevant.
Voice Memo Storytelling
Licensed Action
Campaign Color Titles
Mini-DV Self Capture
Point and Shoot Camera
THE ART DIRECTION
We created six set colors designated to each athlete that helped the consistency/uniform identity that created a through-line for the campaign and authentic to each athlete’s video. The video’s title assets were practically made with an analog approach that compliments the authentic 90’s mini DV aesthetic.
Our campaign colors lived tastefully and minimally within our titles cards, creating just enough of a play to connect the campaign/athlete colors to the colors of the Olympic goggles being released on a later date.
THE ROLLOUT
Time Square Release
Digital Feature Website
79.8M+ Views Across all Films
CREDITS
Director & Creative Director: Cole Sax
Art Director: Addison James Carroll
Producer: Arnaud Zimmermann
Account Executive: Megan Arizmendi
Post Producer: Link Wolfe
Editors: Christian May, Damien Blue, and Cameron Doherty
Titles: Lucas Chemotti