Launching Oakley Meta on Melrose meant entering a world with its own history, codes, and point of view. Our role was to bring some of that world into the flagship through a series of large-scale cinemagraphs and photographs that felt less like advertising and more like part of the environment. Mood, not stuff.

Shot at LA’s storied Pink Motel (12’ pool!) with photographer Estevan Oriol, the work brought together generations of skate talent, artists, and filmmakers around the product. Installed across the storefront at architectural scale, the looping films had a hypnotic quality. Part portrait, part lifestyle installation, and gave the space a little swagger while connecting skateboarding’s past and present.