Oakley

2021

Kato Launch

Seeding / Social Activation

Oakley wanted to introduce its most advanced eyewear to date with a product reveal moment that matched the brand’s legacy of innovation and disruption. The ask was to create an unexpected seeding experience to built hype, intrigue, and global anticipation while also driving cultural relevance.

THE IDEA

Merge mystery and innovation through a narrative-first journey to create a first-of-its-kind globally shared launch moment. 

Using a tech-forward pod enclosure and Instagram AR we teased the reveal and unlocked Kato eyewear in real time enabling athletes to amplify the story through social sharing.

We began the campaign with tease content that featured a 24 Hour countdown clock hovering above the “locked” pod.

The next day, we launched a reveal experience that synchronized with the pod opening to create a technologically groundbreaking product reveal moment.

150+ Featured media placements across 10 countries

196M Total impressions

115M Total reach

3.4M Total engagements

100% Sell-through in North America, Europe and Mexico

As Senior Art Director, I played a central roll in shaping the creative vision and execution of Oakley’s Kato global launch. I directed the look and feel of the AR journey, oversaw asset design and content creation, and ensured the campaign’s tone carried across social, retail and live-stream touchpoints. From concept development through production, I contributed to the visual storytelling that positioned Kato as Oakley’s most disruptive product to date, delivering a globally experienced launch moment that was technologically groundbreaking and viewed by a massive audience.

Agency: Kamp Grizzly

Senior Art Director: Peter Bowhan

Executive Creative Director: Dan Portrait
Creative Director: PJ Portlock
Designer: James Snowbarger
XR Development: BRDG
VFX Artist: Michael Gibson
Sound Design: Chip Sloan / th3rd sound
Collaborators: Chris Hawthone, Portland Garment Factory
Project Manager: Peter Christenberry
Producer: Nick Roldan

HONORS

2022 Adweek Experiential Awards
Winner: Best Use of Video in Experiential Activation

2022 Shorty Awards
Finalist: Consumer Brand, Augmented Reality, Creative Use Of Technology

2022 The One Show
Finalist: Augmented, Virtual & Mixed Reality

2022 The Webby Awards
Nominee: Apps and Software, Integrated Mobile Experience

2021 AdAge
Featured Creative Campaign