Conclave 2025:
Oakley Athlete Summit
Oakley Athlete Summit
After The Program put on their first athlete summit in 2023, I was brought on to help craft the narrative and create a unique experience for Oakley's top-tier athletes, including NFL players, NBA stars, and Olympic Athletes — all to lead up to Oakley's 50th Anniversary Celebration.
The TL;DR:
13 global athletes coordinated // 9 sports represented // 4 days of VIP events produced // 1 epic athlete activation // 1 unforgettable concert and celebration
13 global athletes coordinated // 9 sports represented // 4 days of VIP events produced // 1 epic athlete activation // 1 unforgettable concert and celebration
Strategy: Sarah Scott + Millie Robson
Design: Sarah Scott, Layha Pitts, + Michael Madrid
For: The Program
Design: Sarah Scott, Layha Pitts, + Michael Madrid
For: The Program
Conclave 2025:
Creative Direction
Creative Direction
Early on, we dug deep into Oakley history, guided their brand muse, Future Genesis, for world-building and brand alignment to set the tone for the event. I wrote taglines, manifestos, briefs, decks, and more to communicate our collective vision and bring to life a futuristic and ethereal concept.
Conclave 2025:
Infusing Future Genesis
Infusing Future Genesis
We brought Future Genesis, Oakley’s futuristic brand world and muse, to life for cohesive event branding, from color palettes to event wordmarks to trading cards. I collaborated with the Oakley VP of Brand Soul and Creative, Brian Takumi, to create roles for the athletes, a keepsake booklet along with trading cards, and overall direction to celebrate the past, present, and future as we planned towards the 50th.
Our working parts of Future Genesis, the athlete summit, and the 50th Anniversary informed our gifting journey of the past, present, and future. When athletes arrived at their hotel room, they received Sub Zero to channel ‘90s-inspired design, the Tome of Explorers and 50th Edition Goggles for the present, and a unique bag from Fissionist, available only to athletes to inspire the future. We also curated gifts for their plus ones and other room drops so guests would feel catered to throughout the weekend.
Conclave 2025:
Sticking the Landing
Sticking the Landing
Our work paid off with high client satisfaction and stoke level for the athletes. I helped curate save the dates and invitations. I also wrote copy for the cocktail and dinner menus, not to mention helped write a script for Terry Crews, our host for the evening.
The Art of Oakley
In a limited drop, I wrote and refined copy for the Art of Oakley, a showcase of past designs to drive consumers into stores for exclusive prints. (Excuse the color control strips.)
Design: Malia O'Connor
