Retail media is selling proof. Brands say they’re still waiting for all of it

Oura builds a handmade world around everyday wellbeing

Set in a miniature city populated entirely by hands, the film follows Oura Ring wearers as they commute, exercise, relax and move through everyday life. Created using physical sets rather than AI-generated environments, the campaign positions wellbeing as something personal—measured not against a single ideal, but by how well people live on their own terms.