Print Ad: Jim

Factory Design Labs was tasked with creating a brand campaign that captured the essence of Oakley’s design and innovation prowess. With competitors often featuring glossy action and staged lifestyle imagery, we wanted the design-focused campaign to rise above the clutter. After landing on Disruptive by Design as campaign tagline and mantra, we custom built a software program, merging art and technology, empowering our art directors to create a truly unique visual language – a glitched look and feel that represented Oakley’s unique, non-conformist attitude.

Client:
Oakley
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Perform Beautifully 2012

No matter how impressive the performance, consumers need to know that having the right apparel and eyewear is part of their success.

Client:
Oakley
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Peace in the Chaos - Tanner Hall

Oakley product innovation doesn’t take shape in a stuffy lab. There’s a good reason Oakley athletes’ names appear on the products – they help design them.

Client:
Oakley
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Beyond Reason

The Beyond Reason campaign propelled Oakley into a new stratosphere of athletic brands. Leveraging Oakley athletes like skateboarder Bob Burnquist and backcountry skier Seth Morrison, Oakley stuck to its roots and still kept its youthful audiences’ mouths watering.

Client:
Oakley
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Radarlock Press Kit

Product innovation is the at the core of everything Oakley stands for. From its very first dirt bike handle grip to modern optical perfection, Oakley exudes confidence and truth as creators of the most technologically advanced gear.

Client:
Oakley
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Peace in the Chaos - Tanner Hall

Print ad for Oakley technical outerwear featuring Tanner Hall.

Client:
Oakley
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Peace in the Chaos - Simon Dumont

Print ad for Oakley technical outerwear featuring Simon Dumont.

Client:
Oakley
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No Distractions

Print ad featuring PGA Tour and European Tour Pro Rory McIlroy.

Client:
Oakley
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No Distractions

Print ad featuring PGA Tour and European Tour Pro Rory McIlroy.

Client:
Oakley
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Perform Beautifully 2012

The modern high-achieving active woman can’t be defined in a few words. In fact, she can’t be defined in a whole book. But “Perform Beautifully” represented a mindset that all Oakley women share.

Client:
Oakley
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Perform Beautifully - Claudia Goncalves

The modern high-achieving active woman can’t be defined in a few words. In fact, she can’t be defined in a whole book. But “Perform Beautifully”represented a mindset that all Oakley women share.

Client:
Oakley
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Custom Configurator web feature

Website feature for users to customize Oakley goggles and sunglasses.

Client:
Oakley
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Beyond Reason

Oakley lenses and frames are Beyond Reason unto themselves. Bringing that innovative technology to life through bold photography and unique angles helped inspire consumers.

Client:
Oakley
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In-store Kiosk

Global in-store kiosk web application to customize sunglasses and goggles.

Client:
Oakley
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Beyond Reason - Lolo Jones

With the 2012 Olympic games on their way, capturing stories like that of Lolo Jones served as messaging platforms to build anticipation around what it takes for an athlete to turn dreams that were once beyond possible into accomplishments that are now Beyond Reason.

Client:
Oakley
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Perform Beautifully 2012

There are moments of pure inspiration that keep even amateur athletes thirsting for opportunities to Perform Beautifully. We’re on a never-ending pursuit of finding and exposing those moments. And we know exactly where to put the camera.

Client:
Oakley
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Peace in the Chaos - Simon Dumont

Print ad for Oakley technical outerwear featuring Simon Dumont.

Client:
Oakley
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Peace in the Chaos - Jake Blauvelt

Print ad for Oakley technical outerwear featuring Jake Blauvelt.

Client:
Oakley
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Beyond Reason

Print ad featuring a world-renowned triathlete like Craig Alexander with a facial expression that says “my-heart-rate-is-up-around-180bpm-and-I-love-it” tells a story just as core to the Oakley brand.

Client:
Oakley
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No Distractions

Print ad featuring PGA Tour and European Tour Pro Rory McIlroy.

Client:
Oakley
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Beyond Reason

Oakley lenses and frames are Beyond Reason unto themselves. Bringing that innovative technology to life through bold photography and unique angles helped inspire consumers.

Client:
Oakley
View Work

Peace in the Chaos - Seth Morrison

Print ad for Oakley technical outerwear featuring Seth Morrison.

Client:
Oakley
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No Distractions

Print ad featuring PGA Tour and European Tour Pro Rory McIlroy.

Client:
Oakley
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Beyond Reason - Bryan Clay

Athelete vignettes highlighting how they take their sport Beyond Reason.

Client:
Oakley
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Perform Beautifully 2012

How do you highlight a new wave of style that Oakley is bringing to traditional sports like golf without detracting from athletic accomplishment? Simple: Apparel beautifully designed, photographed beautifully on a world-class athlete Performing Beautifully.

Client:
Oakley
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Bubba's Way - Swing On Things

Oakley is a unique brand - they focus on individualism and innovation that redefines the game - and Bubba personifies all of those qualities.

Client:
Oakley
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No Distractions

Print ad featuring PGA Tour and European Tour Pro Rory McIlroy.

Client:
Oakley
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Peace in the Chaos - Eero Ettala

Print ad for Oakley technical outerwear featuring Eero Ettala.

Client:
Oakley
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Oakley Golf - Bubba Watson

Oakley golf welcomes Bubba Watson to the team

Client:
Oakley
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Print Ad: Building

Factory Design Labs was tasked with creating a brand campaign that captured the essence of Oakley’s design and innovation prowess. With competitors often featuring glossy action and staged lifestyle imagery, we wanted the design-focused campaign to rise above the clutter. After landing on Disruptive by Design as campaign tagline and mantra, we custom built a software program, merging art and technology, empowering our art directors to create a truly unique visual language – a glitched look and feel that represented Oakley’s unique, non-conformist attitude.

Client:
Oakley
View Work

Peace in the Chaos - Seth Morrison

Oakley product innovation doesn’t take shape in a stuffy lab. There’s a good reason Oakley athletes’ names appear on the products – they help design them.

Client:
Oakley
View Video

Beyond Reason

Featuring Oakley athletes in epic Beyond Reason moments was an important aspect of the campaign’s launch. Quotes from athletes such as this one from surfer Bruce Irons made athletic superheroes relatable.

Client:
Oakley
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Bubba's Way - Dress Code

Oakley is a unique brand - they focus on individualism and innovation that redefines the game - and Bubba personifies all of those qualities.

Client:
Oakley
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Peace in the Chaos - Seth Morrison

Print ad for Oakley technical outerwear featuring Seth Morrison.

Client:
Oakley
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Beyond Reason - Cadel Evans

Athelete vignettes highlighting how they take their sport Beyond Reason.

Client:
Oakley
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Peace in the Chaos - Eero Ettala

Oakley product innovation doesn’t take shape in a stuffy lab. There’s a good reason Oakley athletes’ names appear on the products – they help design them.

Client:
Oakley
View Video

Beyond Reason - Craig Alexander

Athelete vignettes highlighting how they take their sport Beyond Reason.

Client:
Oakley
View Video