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OAKLEY: FUTURE GENESIS TEASERS
VISIONS OF THE FUTURE,
WRITTEN FROM ECHOES OF THE PAST
KAMP partnered with Oakley on an innovative and boundary-pushing new brand direction: Future Genesis. In the first tease of this long-term, ongoing narrative, we see how the past inspires the future with the reappearance of Max Fearlight. As a foundational character from Oakley's origins, we used Max as the starting point of a new, cinematic universe that is expanding into the next generation with the introduction of Max’s daughter, Maxine.
In collaboration with the Oakley brand, KAMP is developing the story of Future Genesis in real-time, with ambitions stretching years into the future. This massive undertaking includes naming, story development, scripting, character design, poster creation, and production oversight for a narrative that will soon be expanding into multiple chapters of films, comic books, and consumer activations.
CHARACTER DESIGN
Max’s character design represents Oakley’s distinguished history, wearing muted and industrial tones along with a version of the iconic Medusa helmet. He is a living archive of Oakley’s innovation, acting as the foundation to a future built upon the past.
As a new hero in the Oakley universe, Maxine’s design embodies a fusion of past and present with a nod to a more hopeful future. She is drawn to the wonders and unknowns of the outside world with optimism and the pursuit of meaningful connections. This character and her associated qualities serve as a muse for a new direction of the Oakley brand and are reflected in all touchpoints, from product design to brand communications.
"There's a Bright Future Ahead of Us, and Oakley's Got Us Covered"
"Oakley Teases a New Look for the Brand With Launch of Future Genesis"
"OAKLEY - FUTURE GENESIS | COMPLEXCON(VERSATIONS)"
- COMPLEX
USER GUIDE
To inform internal Oakley teams of this radical new “Future Genesis” direction, we built out a user guide to communicate both the nuanced and sweeping shifts in philosophy suggested by these characters and the narrative. Structured like a technical manual, this guide provides all of the tools and insight necessary for a successful brand-wide implementation of a complex new set of ideas.
ART DIRECTION / CONTENT CREATION / DEVELOPMENT / PARTNER MANAGEMENT / PROTOTYPING / UI / UX
Creative Agency: KAMP
Animation Studio: Revenant
Production: KAMP
Post: KAMP
December 2023
