OAKLEY: #Cantstop

THE WORK:

We helped Oakley celebrate the insane commitment that non-professional athletes bring to their training. Howwww? With a digital/social/OOH campaign that counted every wake up, workout, and ice bath between the last finish line and the next starting line. All the while, we showed fans that anyone can tap into that never-say-die, #CantStop spirit..

Ayesha McGowan is amazing. She's on a quest to become the first female, African-American pro road cyclist. And we got to tell the story of her training regimen.

Short, single-shot bumpers sparked excitement about our one-minute videos before they launched on Oakley's social channels--while supporting the #CantStop message.

Photos from each story appeared on Oakley's social channels and website, mixing portrait, action shots, and product stills.

We used the same video and photo formats to tell the story of army vet, mom of two, full-time analyst, and marathon runner Michele Gonzales, who makes the most of every 24 hours.