Can’t Stop Ayesha
Oakley
There’s a pro in every passionate athlete, no matter the level. Oakley came to my team to champion the everyday experts who Can’t Stop.
As an international brand known for its die-hard passion in sports, Oakley is at the top of it's game when it comes to professional sponsors and olympian level athletes, but when it comes to the everyday person, the gap between what is attainable seems so wide.
With my team at Kettle, we sought out to bridge that gap and show that you don't have to be a professional athlete to have that same never-say-die attitude that is Oakley. We found immensely inspiring non-professional athletes of all calibers across the US and brought two to NYC to show how the end of each finish-line is just the beginning of the next starting line.
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Meet Ayesha McGowan
driven and dedicated athlete, music teacher, and role model who is aiming to become the very first African-American professional road cyclist.
“When I started there were no other black female cyclists for me to look up, so I decided to be that role model for others. Its my responsibility not to quit, because I have people who believe in me.”
Oakley
Kettle NYC
As the art director for this project, amongst my team of 3 at Kettle, a copywriter, producer, and ACD – I was involved with the project from it's foundation, through the storyboarding, talent casting, pre-production coordination with our director / DP / set photographer, shooting on location, working directly with the photographer, acting as a background extra, to the editing, color grading, sound design, voiceover recording, and processing into multiple cuts. I also oversaw the implimentation of the project delivery through Oakley's various social channels, including a social strategy for posting cadence of images and videos as well as the web design for the feature to join Oakley's other star athletes.
Shot on location throughout Brooklyn, Queens and Staten Island.
DIRECTOR: JASON EVANS
DP: MIKEY VAN BEUREN
CD: IAN GRODY
AD: DAN ASHLEY
PHOTO: BRYAN BANDUCCI
PRODUCTION: THE BINDERY
AGENCY: KETTLE
CLIENT: OAKLEY