Garage x Oakley “LUMA” Branded Content

Garage x Oakley “LUMA” Branded Content

Six days, one strike mission, four world class surf breaks, countless barrels, a handful of wipeouts and one tidy surf edit. Oakley and Garage present ‘LUMA’ a West OZ surf trip starring Ethan Ewing and Sheldon Simkus. Filmed in #OakleyPrizm colour.

When Oakley first approached Garage about this piece, they wanted two things out of the content: 1) showcase their young up and coming surfing stars to be, and 2) showcase the vibrant colour, contours and clarity of their Prizm Lens.

But here was the tricky part – they didn’t want to simply chock it full of product shots…they wanted a shareable content piece.

So what did we do?

We went on a strike mission to a very colourful region of Australia; Gnaraloo, in North West WA. Here, the rich red sand of the desert literally drops into turquoise water, where, there just so happens to be, two world class – and extremely treacherous – waves. This took the young up and coming Oakley surfers out of their comfort zone and into unknown territory. A time to shine!

Garage employed the services of two of Australia’s best surf filmers, Mikey Mallalieu and Tom Jennings, who shot the whole trip on cinematic RED cameras to capture colour, contrast, and clarity – both in and out of the water.

The Garage editing team then spent a lot of time on the colour grade so it was as if you yourself were wearing Oakley Prizm sunnies watching the video.

The Roll Out;

If you go to today, you’ll see a branded landing page that houses the video, an Oakley Pre Roll will show you the Prizm difference before the main edit, LUMA. If you click through to the Garage site from the landing page you’ll also notice a site wide buy out of ad inventory by Oakley Prizm flanking the main content – as well as two more behind the scenes posts where we get to know the two young surfers.

We’ve heavily pushed the content on our Social, as too have all partners, athletes, filmers, photographers – re-posting on their own social platforms.

LUMA has already been re-posted by STAB, SurfStitch, MagicSeaweed, LifeWithoutAndy and Oakley, and has had over 50K views in two days and proving a huge success.


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