Director's Works
Oakley, Refuse to Conform Caleb Joye
Caleb Joye has directed commercials for brands like Adidas, Shinola, Oakley, and Polestar. His work lives between velocity and stillness — where raw, kinetic energy meets cinematic storytelling. Drawing from both documentary honesty and stylized visual craft, his films explore the tension between instinct and precision. Shaped by his Detroit roots, Caleb’s work carries a deep connection to place, rhythm, and human presence.
The goal with this piece was to make something that felt like it didn’t have to conform to audience expectation on social media. It was an idea that was aligned with the campaign itself, and I loved the motivation of approaching the medium in the same way. We wanted to build a full world in 90s. From the opening 13s crane shot, we focused on building tension through structure, coverage, and lighting, before finally releasing it at the end with an expressive montage that hopefully feels even stronger because of the restraint before it.
