Story First: Chasen Marshall on Journalism, Brand Truth & 10 Years Inside Oakley

Journalist, storyteller, and Oakley veteran Chasen Marshall joins Shady Characters for a deep dive into the power of storytelling, creativity, and staying curious. With a background in journalism and a decade-plus inside Oakley’s walls, Chasen has lived the evolution of content — from magazine features and surf trips to global brand films and NFL campaigns.

He shares how his early days as a writer and photographer shaped his approach to brand storytelling, why authenticity always beats polish, and what it means to lead creative work that still feels real in an algorithm-driven world. From documenting the rise of surf culture to helping Oakley launch products for the NFL and even NASA’s Artemis mission, Chasen’s work proves that purpose and storytelling can live comfortably inside the same frame.

The conversation spans his time as a surf journalist, his leap to Columbia’s journalism program, and his unexpected shift into brand storytelling — a transition that tested his sense of creative integrity and redefined what “truth” means inside a marketing department. He also talks about teaching his kids curiosity, the fluidity of surfing as a metaphor for creativity, and how each product — even a surf helmet — can carry a story worth telling.

It’s a thoughtful, grounded look at how journalism, marketing, and storytelling collide — and how to keep your craft honest in a world of short attention spans and quick wins. Whether you’re a creative, marketer, or storyteller yourself, this episode is a reminder that good stories never expire — they just evolve.