High-end American lifestyle and sports performance equipment brand Oakley just released a short film that documents the sports brand's contributions to the development of surf helmets through the launch of the WTR Icon.
Developed by award-winning creative and production company Stept Studios, the campaign involves a six-minute feature that tells the very human story of dealing with near-death situations.
Highlighting the development of the WTR Icon, "A Rush of Calm to the Head" examines the brand's revolutionary technology while giving viewers a glimpse into the dangers of surfing.
The surf helmet was formally introduced in Tahiti during the 2024 Summer Olympics, and it was around this time that Stept Studios developed brand assets for Oakley's WTR Icon showcase in Paris.
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In a statement, Stept Senior Director of Nonfiction Sarah Stewart said the brand's position at the forefront of sports performance innovation served as an anchor to the film's story.
Oakley NA Sports Brand Activations Director Chasen Marshall also shared how the brand opted to tell a story that will resonate more with its audience rather than just touting the superiority of its surf helmet:
“By working with Stept on this documentary-type approach, we were able to use story to infuse purpose and value in a way that should hopefully connect in a more meaningful way to the audience and our intended consumers."
The new spot runs across social media and is a solid addition to Oakley's roster of informative and unique product features.
By leaning into its commitment to innovation, showing a glimpse into the development of its latest product, and anchoring it to a meaningful story, Oakley effectively showcases its brand purpose, paving the way for a more resonant campaign.
The Legacy of Surf Safety
The short film, directed by Ben Lalande, opens with a surfer sharing a story about his worst wipeout, which nearly got him killed.
Contrasted with stunning shots of ocean waves, he provides the back story for the rest of the film.
This narrator is revealed to be Liam McNamara, a surf icon from Oahu, Hawaii.
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Taking up the film's first segment, McNamara shares how he began wearing a helmet when competing and how it set him apart from other surfers in the area.
The second chapter cuts to the Oakley Headquarters in California documenting company researchers and craftspeople designing the optimal surf helmet.
It spotlights Veronica De La Rosa, a senior designer at the company, as she explains the rationale behind the helmet's construction.
Featuring more stunning shots of surf locations and testimonies from community members, the final chapter hones in on the story of Caity Simmers, an American Olympic surfer.
Depicting the positive impact the new designs have made on the modern surfing world, the inspiring spot cements Oakley's status as a significant presence in the world of sport.
The short film ends with the declaration, "Oakley is privileged to carry on the work of surf safety pioneer Ric Gath," an Australian surfer who invented the first surf helmet. He died last year of gastric cancer.
Surfing is a sport that has seen tremendous growth over the years, and sports performance brands continue to innovate with surf products.
Back in June, AMV BBDO and Decathlon teamed up to launch the Yulex100, an eco-friendly wetsuit made of 100% natural rubber.
