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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.

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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.

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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. 

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"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)"

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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

VISIONS OF THE FUTURE,
WRITTEN FROM ECHOES OF THE PAST

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Sort Of is a big-hearted eight-episode comedy that follows the journey of Sabi Mehboob, a Pakistani gender-fluid millennial who finds themself in transition in every aspect of their life. Using the series tagline “The Future Is Theirs” we connected with queer South Asian and QTPOC audiences by platforming the art and stories of non-binary creators.



“I learned long ago that authenticity is a destination, not an orientation. I think people want there to be linear and easy, before & after, then & now, who I was and who I was meant to be. I think it’s more difficult and thorny to accept that we’re always going to be becoming.” -Alok

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JASDEEP (they/them)
MUSICIAN, PHOTOGRAPHER



“I feel like a lot of my evolution has to do with trying to forgive, trying to love, and trying to center joy. I really want people who are in community with me to just know that they have a living heart inside their chest and to just operate with that in mind and radiate that.” - Jasdeep

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SONIA (they/them)
GRAPHIC DESIGNER, PRODUCER



“Being South Asian and raised in the Midwest has been a constant reminder that even within my community or within my identity groups, our experiences are very vast and complex and I hope that my work can serve as a reminder of that, to folks inside and outside my community.” - Sonia

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We commissioned Sonia, aka Raver Jinn, a non-binary South Asian, multi-media artist to create 3 posters exploring themes within Sort Of; intuition, fantasy, & self-reflection. Sonia leveraged their rave design aesthetic to express their perspectives on identity, fantasy, community & environments as portals for self-discovery.

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Our night of community through dance music included live sets from respected DJs within the queer nonbinary and South Asian community. Guests enjoyed a Sort Of branded photo booth as well as free refreshments throughout the night. The sets are archived on NTS’ website for audiences to listen back.


CREATIVE CONCEPT / CONTENT CREATION / DESIGN / MOTION DESIGN / PROJECT MANAGEMENT / PRODUCTION

Creative Agency: KAMP

Photographer: Guarionex Rodriguez Jr.

Director of Photography: Marlo Henry Magdalene

Illustration: Raver Jinn

Event Collaborator: NTS

Event Producer: Zara Wladawsk

Production: KAMP

Post: KAMP

November 2021

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