Oakley × Meta
Oakley × Meta
Oakley × Meta
Oakley × Meta
HSTN and Vanguard
HSTN and Vanguard
HSTN and Vanguard
HSTN and Vanguard
Client
Client
Oakley × Meta
Oakley × Meta
Year
Year
2025
2025
Role
Role
Creative Direction, Leadership, Ideation
Creative Direction, Leadership, Ideation
Format
Format
Films, 360 campaign, social
Films, 360 campaign, social
Partners
Partners
In-House
In-House
Markets
Markets
Global
Global
Smart glasses that don’t look smart. They look fast.
Smart glasses that don’t look smart. They look fast.
Smart glasses that don’t look smart. They look fast.
(01) The brief
(01) The brief
Performance eyewear and frontier tech had never shared a face. Launch it wrong and it’s just another gadget.
Performance eyewear and frontier tech had never shared a face. Launch it wrong and it’s just another gadget.
The job: make it a cultural shift, not a product drop.
The job: make it a cultural shift, not a product drop.
▶ Watch the film
F.01
F.01
Oakley Meta Vanguard Launch
Oakley Meta Vanguard Launch
Launch Film
Launch Film
(02) The idea
(02) The idea
Don’t explain the tech. Put it on athletes people already follow and let them use it.
Don’t explain the tech. Put it on athletes people already follow and let them use it.
Don’t explain the tech. Put it on athletes people already follow and let them use it.
Don’t explain the tech. Put it on athletes people already follow and let them use it.
Ishod Wair skates to his own playlist. Gabriel Medina shoots a wave hands-free. Nobody reads a spec sheet.
Ishod Wair skates to his own playlist. Gabriel Medina shoots a wave hands-free. Nobody reads a spec sheet.
▶ Watch
Oakley & Meta Launch
Oakley & Meta Launch
Oakley & Meta Launch
Partnership launch film
Partnership launch film
Oakley & Meta Tease
Oakley & Meta Tease
Oakley & Meta Tease
Teaser 02
Teaser 02
▶ Watch
▶ Watch
“Hey Meta, play my music”
“Hey Meta, play my music”
“Hey Meta, play my music”
TV commercial · Ishod Wair
TV commercial · Ishod Wair
“Hey Meta, take a photo”
“Hey Meta, take a photo”
“Hey Meta, take a photo”
TV commercial · Gabriel Medina
TV commercial · Gabriel Medina
▶ Watch
▶ Watch
Oakley Meta HSTN
Oakley Meta HSTN
Oakley Meta HSTN
TV commercial · Performance AI glasses
TV commercial · Performance AI glasses
(—) In one line
(—) In one line
We didn’t launch a gadget. We put it on faces people already follow.
We didn’t launch a gadget. We put it on faces people already follow.
We didn’t launch a gadget. We put it on faces people already follow.
We didn’t launch a gadget. We put it on faces people already follow.
(03) The craft
(03) The craft
Vanguard, shot like an instrument.
Vanguard, shot like an instrument.
Two launches, two audiences. HSTN for the street. Vanguard for athletes who’d break anything else.
Two launches, two audiences. HSTN for the street. Vanguard for athletes who’d break anything else.
Oakley × Meta
Oakley × Meta
Fig. 02
Fig. 02
Oakley × Meta
Oakley × Meta
Fig. 03
Fig. 03
Oakley × Meta
Oakley × Meta
Fig. 04
Fig. 04
Contact sheet · HSTN · Vanguard
Contact sheet · HSTN · Vanguard
Frame 01
Frame 01
HSTN · Vanguard
HSTN · Vanguard
Frame 02
Frame 02
HSTN · Vanguard
HSTN · Vanguard
Frame 03
Frame 03
HSTN · Vanguard
HSTN · Vanguard
Frame 04
Frame 04
HSTN · Vanguard
HSTN · Vanguard
Fig. 01
Fig. 01
Oakley × Meta
Oakley × Meta
One frame
One frame
Still
Still
Built for the feed.
Built for the feed.
Built for the feed.
Cut vertical, not cropped.
Cut vertical, not cropped.
Cut vertical, not cropped.
(04) Social · 3 films
(04) Social · 3 films
▶ Play
V.01
V.01
Ishod Wair
Ishod Wair
▶ Play
V.02
V.02
Gabriel Medina
Gabriel Medina
▶ Play
V.03
V.03
JR Smith
JR Smith
Up next
Up next
Up next
Up next
Keep going ↓
Keep going ↓
(03) Contact
(03) Contact
Available for new projects
Available for new projects
hello@renatobraga.com
hello@renatobraga.com
hello@renatobraga.com