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Allbirds is infamous for the unique ways they use sustainable and natural materials like plant leather, eucalyptus trees, and sugarcane in their products. The brand tapped KAMP to create a campaign that captures the spirit of the footwear perfected in the Allbirds Innovation Lab. The result was an imaginative take on the assembly of three popular silhouettes, the Tree Dasher, SuperLight and Plant Pacer.

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A suite of motion and still assets were created to highlight the Innovation Lab across digital and social platforms.

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ART DIRECTION / BRAND STRATEGY / CAMPAIGN STRATEGY / PHOTOGRAPHY / COPYWRITING / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Director: Jimmy Marbles

Set Design: Todd Davis

Music: Dana Buoy

Stylist: Anna Roth Milner

Production: KAMP

Post: KAMP

February 2023

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After two impactful teasers, the world of Oakley’s Future Genesis officially begins here. Launched with a :90 short film produced in collaboration with animation studio PSYOP, “Chapter 1” provides an origin story for Oakley’s new brand heroine, Maxine Fearlight. Audiences are dropped in the middle of a harsh environment and witness the influences and tension that Maxine’s journey will build upon into the infinite future. 

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In addition to the jaw-dropping film, a variety of additional visual materials were created from the 3D assets. From blockbuster worthy film posters, to the first ever detailed looks at concept and future product, there was enough world building and easter-eggs to keep the Oakley fan community intrigued and speculating about what comes next.

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While all characters and environments received significantly updated design and apparel details, special attention was paid to the newly introduced character of Sasha, Maxine’s mother. Apparel and footwear was custom designed for the character to work seamlessly with the “butterfly” concept glasses that feature continuously color-shifting lenses.

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In an expansion of Future Genesis from the screen to the page, KAMP teamed up with world renowned publisher Dark Horse Comics to translate "Chapter 1" into traditional comic form. The partnership allows us to greatly extend the storytelling in future full-length issues, reaching new audiences and exploring the world of Future Genesis through narrative and world-building.

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"Step Into The Next Chapter
of Oakley's Future"




"Oakley’s Animated and Comic Book Saga ‘Future Genesis: Chapter One’ Is an Immersive Sci-Fi Thrill Ride Fans Shouldn’t Miss"




"Oakley's 2024 will be back
to the future"

PARTNER MANAGEMENT / PRODUCTION / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Director: HANZOHANZO; Hans-Christoph Schultheiss

Animation Studio: PSYOP

Comic Book Publisher: Dark Horse Comics

Production: KAMP

Post: KAMP

May 2024

THE BEGINNING OF A BRAND NEW FUTURE FOR OAKLEY

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.