Oura has its fingers on the pulse
The wearable tech brand puts its best finger first in this new campaign which features a miniature world whose residents are given a helping hand.
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Credits
View on- Agency Nice&Frank/New York
- Production Company Superprime
- Director Sam Walker
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Credits
View on- Agency Nice&Frank/New York
- Production Company Superprime
- Director Sam Walker
- Editing Final Cut/New York
- VFX Untold Studios/London
- Color TRAFIK
- Sound Design Cut Noise
- Music Soundtree Music
- Production Services Unit + Sofa
- Head of Creative Matt Kipper
- Chief Creative Officer Laura Petruccelli
- Creative Director Matt Kalish
- Creative Director Patrick Newman
- Executive Producer Sandra Hagblom
- Associate Creative Director Erica Bellman
- Executive Producer/Managing Director Rebecca Skinner
- Executive Producer/Managing Partner Michelle Ross
- Head of Production/Executive Producer Matt Sanders / (Head of Production)
- Executive Producer Maddi Carlton
- Line Producer Ben Link
- Production Designer John Beard
- Production Designer Zuzana Sucha
- DP Daniel Landin
- Editor Joe Guest
- Assistant Editor Kaylin Smida
- Executive Producer Sarah Roebuck
- Senior Post Producer Sarah Knowlton
- Executive Producer Nathan Hoad
- Post Producer Larisa Covaciu
- Post Producer Priscilla Beck
- Creative Director Paul O'Shea
- VFX Lead Murali Krishna
- VFX Lead Naresh Kumar Nandaluru
- Colorist Daniel de Vue
- Executive Producer Angela Zappella
- Head of Production Rebecca Boorsma
- Post Producer Jackson Winkler
- Sound Designer/Audio Mixer Dan Flosdorf
- Composer Luke Fabia
- Executive Producer Martin Sobotka
- Executive Producer Veronika Hajkova
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Nice&Frank/New York
- Production Company Superprime
- Director Sam Walker
- Editing Final Cut/New York
- VFX Untold Studios/London
- Color TRAFIK
- Sound Design Cut Noise
- Music Soundtree Music
- Production Services Unit + Sofa
- Head of Creative Matt Kipper
- Chief Creative Officer Laura Petruccelli
- Creative Director Matt Kalish
- Creative Director Patrick Newman
- Executive Producer Sandra Hagblom
- Associate Creative Director Erica Bellman
- Executive Producer/Managing Director Rebecca Skinner
- Executive Producer/Managing Partner Michelle Ross
- Head of Production/Executive Producer Matt Sanders / (Head of Production)
- Executive Producer Maddi Carlton
- Line Producer Ben Link
- Production Designer John Beard
- Production Designer Zuzana Sucha
- DP Daniel Landin
- Editor Joe Guest
- Assistant Editor Kaylin Smida
- Executive Producer Sarah Roebuck
- Senior Post Producer Sarah Knowlton
- Executive Producer Nathan Hoad
- Post Producer Larisa Covaciu
- Post Producer Priscilla Beck
- Creative Director Paul O'Shea
- VFX Lead Murali Krishna
- VFX Lead Naresh Kumar Nandaluru
- Colorist Daniel de Vue
- Executive Producer Angela Zappella
- Head of Production Rebecca Boorsma
- Post Producer Jackson Winkler
- Sound Designer/Audio Mixer Dan Flosdorf
- Composer Luke Fabia
- Executive Producer Martin Sobotka
- Executive Producer Veronika Hajkova
This new campaign for Oura takes us into a miniature world populated not with people but with hands.
Created by Nice&Frank San Francisco and directed by Sam Walker through Superprime, the spot, called Wear Your Best Life, builds on last year’s Give Us the Finger campaign and aims to present a broader, more human view of health.
The production includes a nearly 20-foot city street, working miniature subway cars, a rooftop pool, a skate park, hand-carved brick walls and a motorised miniature taxi. To portray the characters' daily routines, Oura brought on choreographer Lilach Chen, known for pioneering 'fingerbreaking' [finger breakdancing] who has over 1.35 million YouTube followers. Under Chen’s direction, they assembled 14 elite hand dancers representing 14 different countries, with their movement giving physical rhythm and emotion to the hands.
At a moment when AI is often implemented, this campaign took the more traditional route, with a team of 35 master model makers physically crafting the one-tenth-scale miniature world in Prague, working for three weeks to build the set.
“My goal was to make an epic, cinematic film that just happens to be at a very small scale," said Walker. "A portrait of humanity that tries to make you forget it’s really just hands”.
Above: Director Sam Walker oversees Oura operations for Wear Your Best Life.
"Most health tech talks to people as if there's one finish line, but our members don't live that way," added Oura CMO, Doug Sweeny. "Some are chasing a personal best, some just want to sleep through the night, and some are managing chronic conditions. 'Wear Your Best Life' says all of those goals count, and that Oura is here to help you achieve them. We told that story through hands because they're deeply personal. They're how people work, create, and care for others. And the end result is a campaign that feels deeply human, because that’s exactly what it is."
