Female albino model Lokai



challenge Introduce customers to Lokai's new Black & White bracelet.

solution Focusing on changing perceptions, along with our friends at RXM Creative we produced the #ChooseToChange campaign using 360 video.

1,000,000+Total Engagements

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302,526Facebook Engagements

441,333Youtube Views

Instagram logo

272,900Instagram Engagements

Cleo short list icon

Clio AwardsShortlist Fashion & Beauty – Prestige

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.

left quotation markChanging Perceptions right quotation mark 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.

Woman on swing
Tattooed man with hands behind head
People on tennis courtTattooed man with hands on face