BE WHO YOU ARE 

Oakley
A story of coming home for Oakley team member and professional surfer Julian Wilson as he retires from competitive surfing on the World Surf League (WSL). The message is simple yet powerful: loyalty isn’t reserved just for others — always follow that feeling, all the way home. As part of Oakley’s broader Be Who You Are film series, this story celebrates the incredible athletes behind the iconic brand, shining a light on authenticity, resilience, and personal truth.





The film narrative follows Julian reconnecting at home with his good pal, Australian pro skateboarder Andrew Brophy, alongside long-term mate and cinematographer Jimmy Lee. Together, the film captures an intimate and authentic portrait of life after the tour, as Julian reflected on missing his wife and children during years of relentless competition.



At the heart of the campaign is Julian Wilson’s personal journey. In his own words:

“I would like to take this time to let you all know I'm taking a break indefinitely from the WSL world tour for my own well-being and that of my family. By no means am I calling it a retirement from professional surfing and the decision I have made is in line with what I value most in my life and that is my family.”
— Julian Wilson (worldsurfleague.com)

The campaign was anchored by a 90-second hero brand film, deployed strategically across media platform partners and broadcast from Oakley’s YouTube channel. It was supported by a fully integrated rollout including in-store displays, out-of-home, digital activations, social media, editorial partnerships, and trade press coverage.




We acknowledge the traditional land owners upon which we work and pay our respects to elders past, present and emerging. Always was, always will be Aboriginal Land.

© Howl Pty Ltd | Version 3.0 | 2025