In Residence was a series of spaces dedicated to specific sports, which we used to facilitate events, create content and offer once-in-a-lifetime opportunities to engage with Oakley athletes.

The project manifested as two spaces – one celebrating skateboarding in Fairfax, LA - an area renowned in skate culture – and one celebrating urban cycling in the heart of East London’s design district.

The spaces were equipped with facilities to help fans live out their obsession – an on-site bike mechanic, a pop-up skate park, a skateboard customisation zone and a bike courier prep space. They were then augmented with an on-going series of events bringing to life the worlds of skate and cycle culture, from exclusive film screenings to art workshops, ride-outs and skate trick contests.

The whole programme was connected through the shared social call out #InResidence.

The implementation of the projects took place in LA from 23rd April to 10th May and in London from 14th May to 30th August. We sent a team to LA, and had a team on the ground London and were directly responsible for every aspect of this integrated global campaign:

• Creative + branding – devising the project concept, name and visual identity.

• Spatial design – identifying locations, interior design, production and build.

• Programming – full activity programming in collaboration with local influencers.

• Film – film content creation, from time-lapse footage to documentaries.

• OOH – design and consultancy for billboard amplification beyond the spaces.

• Digital – publishing strategy for the Oakley.com/in-residence hub, including event listings, photography, social media integration and film.

Over 4 months we welcomed 23,500+ visitors to workshops, ride outs, skate sessions, film screenings, exhibitions, block parties and unique experiences with Oakley athletes.

Over 6,000 Active Creators started conversations using #InResidence, exposing Oakley to a new, younger demographic.

The campaign generated 1,044 PR stories and Influencer Posts, reaching an audience of 548.6 million people.

Oakley In Residence featured in key Active Creator titles such as Hypebeast, Cool Hunting, Acclaim, Mix Mag, Rolling Stone, GQ, Complex, Esquire and The Hundreds.

The campaign was so successful, it is now used as a model for brand engagement by Oakley. Since London, In Residence has travelled to Sydney with plans underway to visit multiple European cities in 2016.