Oakley
Oakley's high-performance eyewear, technical sportswear and cinematic brand campaigns
Featured Oakley projects
This week's top Oakley projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Oakley, NFL · Oakley HyperGrip
Oakley and the NFL push the boundaries of performance eyewear with their latest campaign for the HyperGrip collection, a project that seamlessly merges high-stakes athletic capability with a distinct, tech-forward aesthetic. By situating the product within a moody, laboratory-like environment, the creative team transforms a standard eyewear launch into a masterclass in futuristic visual storytelling. The campaign leverages a sleek, cinematic approach that places the athlete at the center of a precision-engineered ecosystem where robotic arms interact with the neon-accented frames. This industrial backdrop, characterized by dark walls and stark, circular overhead lighting, emphasizes the technical sophistication of the gear. The execution relies heavily on a sophisticated interplay between live-action technique and complex 3D render and CGI elements to bring the HyperGrip technology to life. With agency and creative work driven by Stept Studios, the campaign captures the kinetic energy of the athlete in motion, perfectly balanced against the static, cold precision of the VFX work provided by Lockt. The final result feels less like a traditional commercial and more like a glimpse into a high-tech future where fashion and function are inseparable, creating an immersive experience that highlights the advanced design language inherent to both the Oakley and NFL identities while showcasing the versatility of modern production workflows.
Oakley · x Axiom Space (Teaser) :30
Oakley channels high-performance engineering in this collaborative teaser for Axiom Space, spotlighting the intersection of precision optics and space exploration. The 30-second spot balances gritty lunar terrain with futuristic hud graphics to ground the gear in a high-stakes, off-world environment. Technically driven by intense pacing and live-action technique, the film utilizes extensive VFX and cinematic lighting to build its sci-fi aesthetic. Lockt managed the post-production, weaving in lens flares and expansive cosmic vistas to maintain a high-impact narrative for the outdoor and adventure sports brand.
Oakley · Moto
Oakley channels high-octane energy in this commercial spot for 'Moto,' a campaign centered on the intersection of professional motocross and precision gear. The film captures a rider navigating desert terrain, highlighting the brand’s signature eyewear through deliberate, close-up framing. Produced by Reel Factory, the project employs a blend of live-action technique and VFX to emphasize performance. The edit uses rapid cuts and dramatic lighting to maintain a cinematic pace throughout the action-heavy sequence.
Oakley · Be Who You Are
Oakley channels the intensity of athletic performance in the 'Be Who You Are' campaign. The project showcases a series of high-energy sequences featuring athletes in training, running, and surfing scenarios, set against a variety of coastal and outdoor landscapes. The film utilizes high-contrast monochrome cinematography and a grainy, analogue aesthetic to focus on the movement and commitment inherent in sporting culture. Production was handled by Giant Films, capturing the interplay between the athletes and their environment.
Oakley, Axiom · Not Meant For Earth (Full Film)
Not Meant For Earth is a cinematic short film produced by Stept Studios for Oakley and Axiom Space. The project examines the technical and human challenges of space travel, specifically the intense solar exposure faced by astronauts in orbit. The film balances documentary-style interviews with space industry experts—including Pietro Frigeni and astronaut Koichi Wakata—against stylized depictions of lunar landscapes. The visual narrative relies on 3D render and CGI elements to recreate the cosmos, supported by post-production and VFX from Lockt Editorial. The sound design is provided by denis.
Oakley · x Axiom Space
Oakley partners with Axiom Space for a technical deep-dive into the realities of outer space, centering on the unique lighting conditions and environmental demands of lunar travel. The cinematic video project balances documentary-style expert commentary with high-end space cinematography. Visual storytelling transitions between extreme solar brilliance and pitch-black environments. The execution leans heavily into 3D render and CGI elements alongside live-action technique to articulate the harsh conditions of orbital space. Post-production and VFX were handled by LOCKT.
Oakley · NFL 2024 30
Oakley presents its 2024 NFL campaign, a dynamic promotional video focused on high-performance sports eyewear and protective football gear. The project showcases a series of athletes across diverse training and competitive environments, from intense field drills to the high-stakes atmosphere of stadium lighting. The edit leans into a fast-paced aesthetic, combining live-action techniques with sharp cinematic framing to highlight product durability. Post-production and VFX were handled by LOCKT to refine the visual impact of the reflective visors and athletic focus.
Oakley · Running Sucks, Runners Dont 45
Oakley’s brand film, Running Sucks, Runners Don’t, explores the gritty cadence of urban athletic culture. The project focuses on the intensity of both early-morning training and nocturnal workouts, framing runners against city architecture and sunlit bridges. Produced as a high-energy, live-action commercial, the piece employs a desaturated cinematic colour palette to ground its narrative. The execution relies on rapid-fire editing and precise VFX work from the team at LOCKT, capturing a raw perspective on movement and endurance.
Oakley · Running Sucks, Runners Dont 45
Oakley’s 'Running Sucks, Runners Don’t' is a 45-second spot that explores the physical and mental demands of urban athletics. Produced by Stept Studios, the campaign captures runners across diverse cityscapes, moving from elevated rooftop vistas to gritty street-level night runs. The film utilizes handheld camera work and drone footage to track motion through complex urban environments. By blending daylight action sequences with low-light scenes characterized by club lighting and grain, the edit shifts between intense exertion and post-workout recovery. The project integrates cinematic grading to highlight the technical details of the brand’s sportswear and equipment.
Oakley · Axiom 30
Oakley’s Axiom 30 project presents a cinematic commercial video that bridges technology and exploration. Produced by Stept Studios, the campaign captures the scale of space travel, from the ignition of rocket engines to the vast perspectives of the lunar surface and the Earth’s horizon. The edit leans into a moody aesthetic, utilizing low-key lighting and atmospheric grading to underscore the technical nature of the subject matter. The film combines live-action technique with high-impact imagery, maintaining an adventurous tone through its focus on detail and scale.
Oakley · NFL 2024 30
Oakley channels its long-standing partnership with the NFL for this 2024 campaign, a high-energy commercial feature that highlights the integration of specialized eyewear with professional sports gear. Produced by Stept Studios, the spot cuts between moments of intense on-field competition and focused product close-ups. The edit relies on rapid camera movements and atmospheric lighting to build a performance-driven narrative. Utilizing live-action technique and slow motion, the production emphasizes the intersection of premium eyewear design and athletic performance within the American football landscape.
Oakley · x Axiom Space
Oakley and Axiom Space partner on a cinematic documentary exploring the technical realities of vision and light in extraterrestrial environments. The production moves through technical interviews and high-resolution visuals of lunar terrain, sun flares, and specialized spacesuit equipment. Produced by Stept Studios, the piece employs a live-action technique that balances documentary-style commentary with high-contrast sequences. The film utilizes a monochrome and warm visual palette to translate the intense environmental conditions of space exploration for a terrestrial audience.
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