Art Direction
​
The goal of this project was to direct and art direct a three-part film series for Oakley’s collaboration with The Shoe Surgeon, celebrating the next evolution of Oakley’s brand narrative through the lens of craftsmanship and innovation. Each film—Behind the Design, The Making Of, and The Hype Edit—was designed to highlight Oakley’s creative philosophy while showcasing The Shoe Surgeon’s artistry and technique.
​
​​
DOCUMENTARY
PRODUCING
COMMERCIAL DIRECTION
EDITING
CLIENT RELATIONSHIPS
​
​
OVERVIEW ​
​
Background
Oakley defines its design ethos through the archetype of Max Fearlight, a symbolic explorer whose journey mirrors the brand’s evolution. From Ready for Takeoff in the 1990s—rooted in aviation and bold experimentation—to Ground Zero in the 2000s—focused on disruption through technology—and now Brave New World in 2023, where design becomes inclusive, adaptive, and forward-thinking.
Partnering with The Shoe Surgeon, Oakley sought to reinterpret this story through a handcrafted collection, merging vintage material knowledge with modern innovation.
Objective
As Art Director and Director, my role was to ensure creative consistency across all three films—balancing Oakley’s brand identity with The Shoe Surgeon’s craftsmanship. I led the production team in executing the visual and tonal direction, developed interview questions to document process narratives authentically, and oversaw branding integration within all deliverables.
​
Results
In two days of production, we create 3 videos that explore a chapter of Oakley’s evolution through the lens of craftsmanship:
-
Behind the Design: A brand narrative linking Oakley’s Max Fearlight story—bridging the 1990s aviation-inspired era to the forward-looking Brave New World.
-
The Making Of: A tactile look into The Shoe Surgeon’s process, highlighting material manipulation, tool work, and design precision.
-
The Hype Edit: A stylized montage blending Oakley’s performance energy with The Shoe Surgeon’s aesthetic—a sensory expression of future craft.
The sound design, inspired by Blade Runner, merged synthetic and mechanical tones to reflect a world where the past and future coexist—a sonic metaphor for the collaboration’s theme.
​
These video and photo assets were utilized for launch, web, and press on Hypebeast.
-
Behind the Design: A brand narrative linking Oakley’s Max Fearlight story—bridging the 1990s aviation-inspired era to the forward-looking Brave New World.
-
The Making Of: A tactile look into The Shoe Surgeon’s process, highlighting material manipulation, tool work, and design precision.
-
The Hype Edit: A stylized montage blending Oakley’s performance energy with The Shoe Surgeon’s aesthetic—a sensory expression of future craft.
The sound design, inspired by Blade Runner, merged synthetic and mechanical tones to reflect a world where the past and future coexist—a sonic metaphor for the collaboration’s theme.
​
These video and photo assets were utilized for launch, web, and press on Hypebeast.
