Arnette, the eyewear brand born in 1992 under Oakley, had lost its edge. What was once effortless and rebellious had become predictable. Our challenge was to reintroduce Arnette to a generation that had never heard of it: not as something new, but as something they’d somehow always known.
We looked back to its roots: 90s counterculture, rock and roll, and a kind of attitude that didn’t try too hard. We created a world across film, print, and digital. Where kids break hearts and promises, but still call their mothers.