OAKLEY: The Committed
As soon as one race ends, the road to the next one begins. To tell that story, we celebrated everyday athletes' insane commitment to their training with a campaign that counted every 4am wake up, workout, and ice bath between the last finish line and the next starting line.
Our first two pieces centered on two hugely inspiring women with unique stories. When Ayesha McGowan first fell in love with cycling on commutes to college in Boston, she never dreamed she'd be this close to smashing down barriers and becoming the first ever African-American female pro cyclist.
Marathoner and Army vet Michele Gonzalez balances her passion with a full-time job in the City and two kids by training while the city around her sleeps, guided only by her headlamp and ridiculous drive to be her best.
This is only the beginning of this exciting new direction for Oakley, and I'm super excited to share the rest of the work with the world soon.
The Crew:
ECD: Olivier Peyre
CD: Ian Grody
AD: Dan Ashley
Along with the films, we took photos that appeared out of home, on Oakley's social channels, and their website. On shoot week, we made sure to capture the right mix of portrait, action shots, and product stills.
Each of our athletes got their own header on Oakley.COM, alongside pros like Bubba Watson, Valentino Rossi, and Ryan Sheckler. It was important to place them amongst those athletes, putting them on the level they deserve to be on, thanks to their passion and dedication.
