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Being a socially responsible brand, each product Lokai sells gives back to a specific cause. Our job was to help Lokai introduce the Black & White bracelet - a wearable reminder of life’s highs and lows - and how we are all the purveyors of our own change. With our friends at RXM Creative, we produced the Lokai #ChooseToChange campaign.


The #ChooseToChange campaign celebrated the launch of the brand’s Black & White bracelets. The bracelets - which are sold together - symbolize life’s valleys and peaks, and how once we choose to change our own fate we can help change the fate of others.

The campaign features World Champion Fencer and two-time Olympian Miles Chamley-Watson; model and activist with albinism Diandra Forrest; and trainer and motivational speaker Jacy Cunningham. Each story told focused on individual struggle, perseverance and triumph for those who chose to change their perspective instead of letting life beat them down.


Working with RXM Creative, we wanted to produce a campaign in the vein of the popular “tiny planet” videos. Using the Nokia OZO360 and some very serious skill in post production, we produced videos using “tiny planet” and traditional footage. Each being unique to the individual, the videos gave a feeling of being on top of the world or totally encapsulated by it. The perfect metaphor for life’s highs and lows.

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