Oakley x Meta - Reflections OOH Campaign

Action: Meta and Oakley are introducing a new category of performance technology, eyewear powered by intelligence. However, AI-enabled products often feel abstract or over engineered. The challenge was to make Athletic Intelligence feel tangible, intuitive, and present in everyday movement not something explained, but something experienced.

Reaction: Rather than relying on isolated posters or single impact visuals, we treated the London Underground Tube Stations as an immersive environment. By turning the commuter journey itself into the narrative, the campaign unfolds spatially allowing people to step into the world of Oakley Meta Reflections rather than simply pass by it.

Immersive Takeover: The takeover begins the moment commuters enter the station. Gateways act as the opening scene, the first reflection establishing the tone and visual language of the Meta × Oakley world. This immediate saturation creates dominance, signalling that something different is happening here.

The Entry Point: Ticket barriers become a symbolic threshold rather than a functional obstacle. The line “Athletic Intelligence is here…” reframes the gates as an invitation a moment of transition from the everyday into a heightened, intelligent athletic mindset. It grounds the technology in a human, approachable entry moment.

Flow of the Journey: As commuters move through the station, the story escalates, bold, reflective visuals to the core message “Athletic Intelligence is here.” This progression mirrors movement, itself dynamic, purposeful and fluid reinforcing Oakley’s performance DNA and Meta’s intelligence seamlessly.

Cohesion: Starting with “Hey Meta…” anchors the entire experience. It creates a narrative thread that connects every placement, ensuring the takeover feels intentional rather than fragmented. From first step to final message, the commuter doesn’t just see the campaign they move through it.

My role: Creative Direction/Experience Design/Visual Narrative.