The best lifestyle product campaigns balance creating desire with a beguiling tone, and this new work from BUCK for Finnish health tech brand Oura (gathered here in a sizzle reel), is a wonderful example of finding that harmony.

From BUCK: “Oura’s first-to-market smart ring has made them a leader in wearable health tech. For 2025, they were eager to enter a new chapter and connect with a wider, younger demographic. Enter the Oura Ring 4 Ceramic, their first-ever ring in color, crafted in a new ceramic material.
 

“The campaign tagline, ‘Ring true to you’, is a celebration of self-expression and became the anchor for all our storytelling.”

 
“The brief was to recontextualize Oura from being ‘the sleep, data, and activity tracker’ to being a colorful way for people to embrace their boldest selves.

“The campaign tagline, ‘Ring true to you’, is a celebration of self-expression and became the anchor for all our storytelling. It makes self-expression the hero, with each ring becoming a portal into a vivid life, defined not just by appearance, but by character, rhythm, and energy.

“We ideated around the worlds of six magnetic personalities who embody each of the four hues, their stories coming to life through the movement, sound, and style inspired by their chosen color.”

Watch the hero spot:
 

 
 

 
Client: Oura

Production: BUCK
Group CD: Camille Chu
ACD: Mollie Ableman, Sylvia Witter
Art Director: Sylvia Witter, Emily Davis
Copy Lead: Rob Hirst-Hermans
Copywriter: Brooke Kessler
Designer: Danilo Rodrigues, Codie Chang, Fernando Utreras
EP: Kim Stephens
Producer: Avery Wright
Production Coordinator: Jennifer Mochinski, Matthew Padua
Strategy: Marla Moore, Asia Hunt, Madison Caprara
Live Action Production: Trish Rigby, Elizabeth Abrams, Micah Ross
Post Supervisor: Jose Fuentes
Technical Director: Ben Rohel
3D Supervisor: Bill Dorais, Hogan Williams
3D Lead: Auron Luxe, Joshua Studebaker, Kevin Heo
3D Designer: Amanda Godreau, Nachei Sánchez, Vini Nascimento, Sebastian Andaur
3D Artist/modeler: Ash Samet, Courtland Noble, Duncan DeMichiel, Elias Glasch, Jesseter Wang, Kathy Yu, Michele Herrera, Pier Paolo, Qinglan Li, Sam Budish, Sam Smith, Wing Sze Lee
3D Animator: Adam Webber, Courtland Noble, Duncan DeMichiel, Jesseter Wang, Kathy Yu, Pier Paolo, Taylor James
Editor: Brian Dieck, Cameron Kelly, Dave Conte, Heather Bartholomae, Mark Ryan Myers, Talia Mazzarella
Finishing Artist: Austin Campbell, Brooks Tomlinson

Music/sound design: Harp