Oakley choose a disruptive communication, setting the politically correct aside. The campaign celebrates the very real, non-glamorous moments of pursuing your passion. The music was essential. Our main objective was to invoke these powerful feelings of passion and hard work and at the same time the beauty of this anger. We felt that a powerful voice and a fusion of soul and classic big-band was the perfect match.

We created a parallel between music and sport, that share the same obsession.

We wanted the musical expression to be both intimate and grand, expressing the sympathy for the sacrifices and the great achievements that rise from it.

The singer starts speaking like a voice over and then shifts to singing as the video and music evolves to a more driving mood. The idea was to feel that obsession rising throughout the film.