Marcel Winatschek

Uniquely

Oakley funded a film called Uniquely about snowboarders and surfers, naturally featuring their new sunglasses collection. The production is clean—sharp editing, good cinematography, the polish you get when a major brand is paying for it. I watched it because I’m into this stuff anyway.

I spent the whole time wondering where the brand ends and the filmmaking begins. The athletes are real, the locations are real, the technical execution is solid. But I can’t separate what I think about the craft from what I think about the presentation—the expensive production, the cool people, the whole glossy package. Maybe there’s no difference anymore.