Embrace the Edit

Client
Oakley x Meta

Role
Creative Director

Type
Brand Strategy

I’ve spent most of the last year helping launch the @OakleyMeta channels on Instagram and TikTok. Working closely with the marketing teams at Meta’s Reality Labs, we developed the agile ideation and production approach the brand uses to create best-in-class social content across high-profile activations and partnerships.

Person looking over sunglasses at camera

Skip the Sizzle

In the summer of 2025, Meta and Oakley were poised to introduce two groundbreaking wearables: the HSTN AI-powered glasses and the Vanguard performance wearable. And with the products being unveiled during FanaticsFest and Meta’s Connect Conference, Meta needed a dynamic launch strategy that would bring the excitement of IRL touch points to life for a social audience. We built our strategy around the idea *Embrace The Edit*, a mantra that rejected the post-activation sizzle reels most brands typically create for real-time, in the moment dispatches, allowing us to turn product launches into living, breathing experiences

Sizzle reel of activites at fan convention

Building a Social Content Field Manual

The magic of *Embrace The Edit* is it’s flexibility, live events — particularly ones that involve celebrities, partnerships with global brands, and prototypes powered by non deterministic AI — are inherently in flux. It’s impossible to predict what you’ll have access to when, and for how long. To navigate this environment, we swapped out playbooks, scripts, and storyboards for a field manual that empowered the team to make creative decisions in real time. The result? Branded content that felt *real*, and reflected how Meta and Oakley envisioned people using the products.

Gallery

Let’s work together ↯

Back to projects

Embrace the Edit

Client
Oakley x Meta

Role
Creative Director

Type
Brand Strategy

I’ve spent most of the last year helping launch the @OakleyMeta channels on Instagram and TikTok. Working closely with the marketing teams at Meta’s Reality Labs, we developed the agile ideation and production approach the brand uses to create best-in-class social content across high-profile activations and partnerships.

Skip the Sizzle

In the summer of 2025, Meta and Oakley were poised to introduce two groundbreaking wearables: the HSTN AI-powered glasses and the Vanguard performance wearable. And with the products being unveiled during FanaticsFest and Meta’s Connect Conference, Meta needed a dynamic launch strategy that would bring the excitement of IRL touch points to life for a social audience. We built our strategy around the idea *Embrace The Edit*, a mantra that rejected the post-activation sizzle reels most brands typically create for real-time, in the moment dispatches, allowing us to turn product launches into living, breathing experiences

Sizzle reel of activites at fan convention

Building a Social Content Field Manual

The magic of *Embrace The Edit* is it’s flexibility, live events — particularly ones that involve celebrities, partnerships with global brands, and prototypes powered by non deterministic AI — are inherently in flux. It’s impossible to predict what you’ll have access to when, and for how long. To navigate this environment, we swapped out playbooks, scripts, and storyboards for a field manual that empowered the team to make creative decisions in real time. The result? Branded content that felt *real*, and reflected how Meta and Oakley envisioned people using the products.

Gallery

Let’s work together ↯

Back to projects

Embrace the Edit

Client
Oakley x Meta

Role
Creative Director

Type
Brand Strategy

I’ve spent most of the last year helping launch the @OakleyMeta channels on Instagram and TikTok. Working closely with the marketing teams at Meta’s Reality Labs, we developed the agile ideation and production approach the brand uses to create best-in-class social content across high-profile activations and partnerships.

Skip the Sizzle

In the summer of 2025, Meta and Oakley were poised to introduce two groundbreaking wearables: the HSTN AI-powered glasses and the Vanguard performance wearable. And with the products being unveiled during FanaticsFest and Meta’s Connect Conference, Meta needed a dynamic launch strategy that would bring the excitement of IRL touch points to life for a social audience. We built our strategy around the idea *Embrace The Edit*, a mantra that rejected the post-activation sizzle reels most brands typically create for real-time, in the moment dispatches, allowing us to turn product launches into living, breathing experiences

Sizzle reel of activites at fan convention

Building a Social Content Field Manual

The magic of *Embrace The Edit* is it’s flexibility, live events — particularly ones that involve celebrities, partnerships with global brands, and prototypes powered by non deterministic AI — are inherently in flux. It’s impossible to predict what you’ll have access to when, and for how long. To navigate this environment, we swapped out playbooks, scripts, and storyboards for a field manual that empowered the team to make creative decisions in real time. The result? Branded content that felt *real*, and reflected how Meta and Oakley envisioned people using the products.

Gallery