adm@maybe | 9 March 2026 PORTFOLIO Oakley 2025-2026 Photo & Video ProductionCREATIVE CONTENT STRATEGY Can we promote a new Italian physical store exclusively on a global TikTok channel? Oakley is a cool, iconic brand. That Generation Z and Alpha really like because it's clean, technical. A brand that represents them innately and that, for this reason, decided to open a new store in the center of Milan, promoting it exclusively with social content directed to its primary targets. Sure, as long as it doesn't look like a paid promotion. We enthusiastically embraced this challenge, finding a simple and direct answer, and precisely for this reason right. And the answer was "Of course yes." TikTok is used by the brand's elective targets as a broadcaster, a search engine, a continuous stimulus for new insights. In short, the perfect container for a series of fresh and immediate creative content, outside the box. Exactly like Oakley. A new way of doing drive to store, holding only one thread in the right courtyard between the brand's language and that of its audience.