Oakley Meta
Volleyball has been widely absent in mainstream media. When they are featured, the focus is often on their bodies, which breeds objectification and can be extremely damaging to young girls’ and women’s body image and overall self-worth.
So, why not take the sexualization out of the picture and show these women for what they really are? Insane athletes who deserve recognition.
Social Rollout
Instagram reel / story
Instagram post
All social posts will link to the Oakley Meta website, where for any purchase of Oakley Meta glasses, 20% of the gross net profits will be donated to the Women’s Sports Foundation in honor of National Girls and Women in Sports Day.
This is a passion project of mine. For my terminal project for my master’s program, we were tasked with making a campaign/guidebook/you-name-it that addressed a certain social issue. As a former Division I beach volleyball player myself, I wanted to use this project to explore the media’s hypersexualization of the sport. Using objectification and framing theory, I conceptualized the “She Sees Different” campaign for Oakley Meta to be used during National Girls and Women in Sports Day.
Female athletes have to wear much more revealing uniforms than men. They’re often tight-fitting and uncomfortable. This has resulted in the media hypersexualizing these athletes’ bodies for entertainment and to sell a certain image of the sport. In this campaign, I wanted to reverse the narrative. Utilizing Meta glasses’ first-person perspective, I want to show new and emerging women’s sport fans a perspective they rarely get to see. Viewers should see these athletes for what they are, not what they wear. They’re insane athletes that deserve their flowers.
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Campaign brief: create a concept that allows the viewer to see the game through the athlete's eyes — showing how insanely athletic these women are while encouraging them to watch the sport
Campaign tone of voice: bold, resilient, gritty, empowering, and first-person
Visuals mood: energy, warmth, motion