ABOUT

Concept: This high-concept commercial campaign was commissioned to promote Oakley’s experimental "Factory Team" footwear lineup. The core visual strategy steps away from conventional lifestyle retail narratives to build a dark, near-futuristic urban aesthetic that emphasizes the raw architectural lines, structural geometry, and technical utility of the subcultural product line.

Execution: Produced under Ocurens, the technical architecture of the film balances advanced live-action cinematography with intricate digital environments. I collaborated closely with Director of Photography Rowan Biddiscombe, utilizing a specialized Robo Films studio arm and precise Motion Control programming to execute high-velocity tracking movements and tight, calculated slow-motion macro setups. The live-action frames were seamlessly married to an expansive, abstract CGI background environment designed by Dmitrii Mitrofanov and the 3D team at Spirit View Studio. I led the film editing process myself, locking the rapid-fire visual pacing tightly to a gritty, industrial electronic soundscape composed by Philip Calisto at Bonaparte.

Results: The campaign rolled out across premium European digital spaces and out-of-home (OOH) retail media channels, generating massive engagement numbers within avant-garde fashion and streetwear demographics. It stands as a pinnacle portfolio asset demonstrating how advanced motion control mechanics, multi-layered CG environments, and raw art direction can transform a product rollout into an immersive cinematic statement.