Steve Jacobs, founder of OLIO Devices in San Francisco, saw that wearable technology created in exquisite taste did not exist. So he mobilized a handpicked team of stylists, animators and engineers from NASA, Apple, Pixar and Movado, tasking them with making OLIO’s modern, connected timepieces sexy.

The new Beautiful Minds campaign, out of Odysseus Arms ad agency in San Francisco, announces OLIO’s third batch of bespoke, high end connected wearables and presents strong women who are equal to men on every level. The sultry campaign alluringly places smart women unabashedly on top.

To capture this essence, the agency turned to the visual genius of Christian Ferretti, who gained acclaim shooting several of Tom Ford’s recent campaigns. Having previously worked under David LaChapelle, Steven Klein, and Annie Leibovitz, Ferretti’s photography is the modern day essence of sexual energy.

Steve Jacobs, founder of Olio, says, “In the Olio world, whether it be fashion or tech, or any other industry for that matter, men and women should be formidable equals, challenging each other, respecting each other, because from the depths of respect is where attraction is bred.”

This campaign represents a substantial style upgrade to the wearable category. It’s a fusion of tech excellence and high art blended into one. Two very different worlds, connected technology and fashion meld together in a way that feels emotionally significant. An OLIO Device is intended to challenge your sense of “being present” and living life to its fullest.”

“Our mission with this campaign was to inject style and sophistication to the wearable category, where previously smartwatches never had the connotation of being stylish, or sexy, and we wanted to change that,” adds Jacobs. “Never using the word smartwatch, in coordination with Libby Brockhoff, Franklin Tipton, and the creative team at Odysseus Arms, we wanted to capture the Olio world, where men and women are desired equals. Where attraction and respect go hand in hand. A world where we desire a beautiful mind.”

“This campaign stretches the boundaries of the wearable category. It’s constantly evolving, and we’re trying to stay one step ahead,” says Jacobs.

CREDITS:

Odysseus Arms (Agency)

Libby Brockhoff, Creative Director

Franklin Tipton, Creative Director

Eric Dunn, Managing Director

Rachel Ngun, Art Director

Adam Mania, Writer

Madeline Lambie, Producer

EyeSpy Productions (Photography)

Christian Ferretti, Photographer

Estelle Leeds, Artist Management

Heather Alexander, Producer

Olio Devices (Client)

Steve Jacobs, CEO

J.P. Primeau, Business Development

Josh Chadwick, Designer

Cristina Hall, Director of Customer Experience

Angela Baldwin, Community Manager

Pacific Digital Imaging (Print Production)

Pat Ford, Print Producer

Laura Davis, Print Producer

Impact Digital Imaging (Retouching)

Katie Ryan, Producer

Melinda Gananian, Producer

About Odysseus Arms

We engineer conversation. We make populism. We like to build epic commercial stories. And we have a lot of arms. We are born from the desire to develop a totally “transparent” agency with a passion for delivering outstanding creative work. We are a highly experienced, results driven agency that understands modern brand challenges, researches and explores alternative business strategies, has outstanding consumer knowledge and delivers groundbreaking creative solutions, through all media. And we like to win.