Beyond Reason was a global 360 campaign rolled out by Oakley. The concept was meant to express both the lengths Oakley goes to on the design and manufacturing side, as well as the extremes their athletes go to in performance.
The process on the Beyond Reason campaign was very collaborative — which I love. I was hired to write and produce content for digital, print, and POS. I worked directly with Oakley’s creative leads, and interviewed execs and athletes. We pushed content in both directions — utilizing quotes from interviews into the campaign, and also working with the athletes to ensure they thoroughly understood a product’s features.
Noteworthy
My team helped make the Beyond Reason campaign Oakley’s largest, most successful to that date.
Most Unique Impressions across all media for any Oakley campaign.
Highest KPI results.
My role
Producer, Writer, & Director
Wrote and created content for digital, POS, and a pop-up location at the Olympics.
Collaborated with client from pre-production through final delivery of channel-specific content.
Beyond Reason: Design Philosophy
Beyond Reason: Lindsey Vonn
Beyond Reason: Design Inspiration