Strategy & Copywriting
Oakley was on the verge of launching one of its largest campaigns to celebrate its brand heritage of athletes pushing themselves beyond the point of reason to achieve greatness. The 2012 Olympic Summer Games were to be used as a spark for the social campaign.
As lead copywriter on the project, I played two roles. I was heavily involved in concepting the social sharing game that aims to draw parallels between every day athletes and god-like Olympians. I was also tasked with writing all the copy that appears on the site and Oakley communications.