Over the past few years, Oura expanded its approach from focusing just on the technical features of the Oura Ring to bringing in the lifestyle aspect of the brand and how we are part of the everyday lives of our members. With the Oura 3 Horizon launch, we showcased the balance between fashion and function — something the Oura Ring is known for.

The art direction played into Oura’s inherent dichotomy of fashion & function, aimed to be stylish and cinematic (fashion) but also meticulous and efficient (function). Balancing selective symmetrical compositions with a natural tendency to the organic and spontaneous created a unique, singular tone — it felt completely ownable.