Oakley x Meta - VO Creative Direction DOOH, Cinema, Social paid, YouTube Campaign

Action: META set out to make its next-generation AI sports glasses feel like essential performance gear, not just advanced technology. To cut through a crowded, over-polished tech category, we focused on authenticity over spectacle.

We cast elite athletes as the credible storytellers and built a voice led OOH campaign rooted in real movement, real breath, and real rhythm. Each execution pairs athletes in motion with voice performances that feel internal, reflective, and grounded capturing AI as something that flows with the body rather than interrupting it.

Reaction: By rejecting commercial voice over conventions and instead matching voices precisely to each athlete’s tone, cadence, and physical exertion, the campaign feels believable and human. The subtle breathing, pauses, and calm authority in delivery reinforce trust and performance credibility, reframing AI as an intuitive partner in motion.

The result is a confident, motivating OOH presence that excites, informs, and positions META as the next evolution in high performance sport technology, built for those who push past their limits.

My role: Creative Director lead on voice and narrative execution. Including writing creative briefs for client and VO casting agency; selected top 3 VO actors from an extensive list. Creative Direct voice over recording sessions and shaped performances to preserve authenticity, rhythm, and realism.

I also collaborated with local VO directors to adapt scripts for natural speech patterns across markets, ensuring each voice felt culturally and emotionally true to the athlete and environment. French Canadian and Italian.