Production

BUCK and ŌURA Showcase What Color Makes Possible with Ring True to You Campaign

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

With this product campaign, ŌURA chose BUCK to showcase what color makes possible. The campaign tagline, Ring True to You, is a celebration of self-expression — showcasing the vivid lives and individuality of those who wear ŌURA Ring 4 Ceramic. Color is more than a style choice; it’s a way to boldly show up in the world as your most authentic self.

The Ring True to You campaign includes color-driven storytelling through lifestyle vignettes, a broad TV spot, OOH advertising in LA, NYC, London, Berlin and Helsinki, and sumptuous 3D assets that show off ŌURA Ring 4 Ceramic's four new shades and high gloss material in stunning detail, surrounded by luscious, environmental worlds shaped by their respective name and color.

On working with BUCK, Matt Kipper, ŌURA's Head of Creative says,

Early on, we knew the campaign would take Oura to places it hadn’t been before, between the introduction of color and the chance to speak to a younger generation. But it came with a sense of responsibility—it couldn’t feel like soulless corporate marketing—Oura Ring represents the kind of thoughtfulness that deserves to be cool.

We borrowed codes from fashion and music, where advertising is less manufactured and more about opening doors to a world you can choose to be a part of, or not. For us, those doors became a series of vignettes about self-expression that wouldn’t ask anything at all of the viewer.

The chemistry with Buck ran deep. Their team was young and hungry just like ours, and we passed ideas back and forth until we all saw the same vision. It was colorful, but restrained. Youthful, but elevated. Effortless, but considered. Finally, we put together a director and photographer team that shared our vision in Thuan Tran and Nayquan Shuler.

Camille Chu, BUCK's Group Creative Director discusses the synergy between BUCK and ŌURA working on the Ring True to You campaign,

It’s a rare experience to immerse and collaborate with a brand-side creative team, especially one that shares the same benchmarks for taste, authenticity, and tone. The collaborative spirit between BUCK and Oura was palpable from day one. It felt less like a traditional client–vendor relationship and more like a group of wildly creative humans united by a single goal: to release a stunning campaign that lived up to the product itself while resonating with a younger audience.

BUCK’s expertise in craft, production, and curation helped shape and define the campaign platform, Ring True to You. We conceived and executed editorially inspired worlds that seamlessly wove Oura Ring into the lives of six vivid personas.

For our hero film and aspirational vignettes, it was essential that the personas feel like people you might actually know. We drew from real life — simple bedtime rituals, unique hobbies, talents, and secret handshakes. Every storytelling detail was refined over and over, from casting and wardrobe to gestures, interactions, edits, and music.

The live action and photography were meticulously paired with sleek, high-fidelity product renderings; from dreamy environments inspired by each color’s name to extreme close-ups celebrating the ring’s high-gloss ceramic finish.

This vision became an artful milestone for the brand, a product campaign that marked a new point of evolution in how Oura shows up in the world.

To learn more about ŌURA Ring 4 Ceramic, visit https://ouraring.com/

CREDITS

BUCK

Group Creative Director: Camille Chu

Associate Creative Directors:
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

Executive Producer: 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 Artists / 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

Special Thanks:
Kirsten Collabolletta
Mackenzie Kuzman
Jess Pierik
Dan Gregoras
Gosha Kuznetsov
Ylli Orana
Dae-Han Yi
Mirko Antich
Julia Torchine
Michael Neithardt
Marianne Karaan
Viktoriya Tsoy
Tristyn Pease
Jim Ward
Anqi Qiao
Sejin Park
Rodney Lambright
Heewon Kim