Role: Lead Creative / Copywriter
"Polarize" : a look at the iconic, divisive athletes on Oakley's roster. Just like Oakley, they see things differently. And just like Oakley, you can love them or hate them – but there's no denying the results.
Revitalize sales for the core of Oakley's business: Polarized lenses. Focusing too much on science and technology had alienated consumers. We needed to tell a bigger story.
Controversy always follows those who lead.
In blazing a trail, we make ourselves targets
for criticism or wonder, derision or respect.
It's a price we're willing to pay TO MAKE OUR OWN PATH.
To DITCH the status quo AND makE things better.
TO PURSUIT uncompromising individuality and unyielding innovation.
Greatness is polarizing.
And we don't care if we're loved or hated –
as long as we're making our mark.
the polarizing ATHLETES
Without a doubt, Oakley's reflective lenses are a fan favorite quality. So we created a #Polarize Instagram campaign that challenged consumers to get creative – using the lens reflections to show how they dominate in Oakleys.