Oura has its fingers on the pulse

Created by Nice&Frank San Francisco and directed by Sam Walker through Superprime, the spot, called Wear Your Best Life, builds on last year’s Give Us the Finger campaign and aims to present a broader, more human view of health.

The production includes a nearly 20-foot city street, working miniature subway cars, a rooftop pool, a skate park, hand-carved brick walls and a motorised miniature taxi. To portray the characters' daily routines, Oura brought on choreographer Lilach Chen, known for pioneering 'fingerbreaking' [finger breakdancing] who has over 1.35 million YouTube followers. Under Chen’s direction, they assembled 14 elite hand dancers representing 14 different countries, with their movement giving physical rhythm and emotion to the hands.

At a moment when AI is often implemented, this campaign took the more traditional route, with a team of 35 master model makers physically crafting the one-tenth-scale miniature world in Prague, working for three weeks to build the set.

“My goal was to make an epic, cinematic film that just happens to be at a very small scale," said Walker. "A portrait of humanity that tries to make you forget it’s really just hands”.

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Above: Director Sam Walker oversees Oura operations for Wear Your Best Life.

"Most health tech talks to people as if there's one finish line, but our members don't live that way," added Oura CMO, Doug Sweeny. "Some are chasing a personal best, some just want to sleep through the night, and some are managing chronic conditions. 'Wear Your Best Life' says all of those goals count, and that Oura is here to help you achieve them. We told that story through hands because they're deeply personal. They're how people work, create, and care for others. And the end result is a campaign that feels deeply human, because that’s exactly what it is."