Problem

New colorways need more than a product page to stand out

Oakley's Latch sunglasses have a strong identity rooted in skate culture and street style, but when a new colorway drops, it can easily get lost in a product grid. The challenge was creating something that makes a single color release feel like an event, giving it a visual presence that matches the energy of the brand.

Solution

A high-intensity 3D spot built around heat and movement

We designed a concept piece that drops the Latch into a dune-inspired desert environment drenched in deep reds and burnt oranges, evoking intense, oppressive heat. The pacing is fast and chaotic, moving through quick-cut sequences that push the sunglasses through the environment at speed. The tone and color palette were built entirely around the new colorway, making the product and the world around it feel like one cohesive visual. The result is a short, punchy piece that gives a familiar product a completely different energy.