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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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In 2016, we partnered with adidas to introduce AlphaBOUNCE to the market as the first adidas running shoe to exist at the intersection of sport and culture.

Through a series of dynamic campaigns, we collaboratively expanded the consumer’s interest in running past its traditional demographic. Our team established the AlphaBOUNCE as a shoe not just for runners, but for athletes who need to run to train, employing a more training-lifestyle-driven approach to its imaging, strategy, and promotion.


American Football wide receiver DeAndre Hopkins fronted the inaugural AlphaBOUNCE campaign introducing this new member to the adidas Running family. Communication touchpoints attracted consumers with the concept of “flow state”, positioning AlphaBOUNCE as the footwear that enables the athlete to reach a zone where confidence, determination and clarity flow as one — creating a sense of limitless performance.

With the opportunity to work directly with adidas’ product design team to create the identity for a brand-new shoe franchise we jumped at the opportunity to develop the sharpest product positioning for a shoe franchise that adidas Running had ever seen.

Gil Scott Heron's legendary track “Running" became the anthem for AlphaBOUNCE’s second act, bringing the story of limitless performance to a wider reach of athletes who run to dominate their sport. This curation of cross-category adidas athletes included: Carlos Correa, Justise Winslow, Moriah Jefferson, and Marcus Peters.

The mantra “Don’t Call Me a Runner” lead us into the world of imagining athletes running in and around their zones of sport, where lines of sport provided a graphic thread throughout our films and corresponding photography.

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Run the Game reinforced AlphaBOUNCE as the game-changing running shoe designed to give athletes the edge they need to control their field of play. This expansive globetrotting effort captured adidas athletes on their respective fields of play across the globe.

Athletes included Gareth Bale (Madrid, Spain), Damian Lillard (Portland, OR), Caroline Wozniacki (New Orleans, LA), Beauden Barrett (London, UK), Florencia Galarza (Portland, OR), James Harden (Houston, TX), Landon Collins (New York, NY), Ning Zetao (Bejing, China).

Instinct brought the rapidly growing franchise into the future to tell a dynamic story. The campaign highlights AlphaBOUNCE’s latest torsion tech system’s many benefits in reaching “flow” state; a realm of determination an athlete channels in moments of seemingly effortless domination.

CREATIVE CONCEPT / CONTENT CREATION / DESIGN / SPATIAL DESIGN / MOTION DESIGN / 3D DESIGN / PROJECT MANAGEMENT / PRODUCTION

Creative Agency: KAMP

Production: KAMP

Photography: Marcus Smith, Kennett Mohrman, Anthony Blasko, Zach Lewis, Neil Dacosta, Jon Humphries, Adam Levey

Directors: Michael Johnson, Aaron James

Post: KAMP

Music: Singing Serpent, Gil Scott Heron

June 2016

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LAUNCHING A NEW WAVE OF SPORT PERFORMANCE

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Amazon Music is all about fans. During the summer of 2023 the streaming platform reached out to KAMP to craft a festival experience that breaks through the clutter and delights audiences at select 2023 music festivals. Showing up on the ground at Stagecoach and Outside Lands, we created LIVE moments that gave fans unprecedented access to the music and artists they love.

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We turned heads at Outside Lands with a reflective exterior and custom mural by Bay Area artist Chaz Bear. Fans passed through a colorful astera-lit hallway leading into a memorable, music-filled experience that took over the 3-day festival.

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Fans got a chance to rub shoulders with their favorite artists during meet & greets and interview sessions with Bars & Nuggets host Bimma Williams.

FRIDAY
Cuco
Blond:ish
Matt Hensen

SATURDAY
Eddie Zuko
L'Imperatrice
Mariah the Scientist

SUNDAY
Wild Child
Poolside
Noah Kahan

ARTIST APPEARANCES

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Stagecoach attendees enjoyed the official festival livestream in our striking, technicolor build. Interactive touchpoints throughout the space kept fans engaged with perks and upgrades to enhance their festival experience.

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Points of interaction throughout included exclusive merch giveaways at custom designed UX screens, Country music artist meet & greets, VIP pass giveaways, and unlimited pics in the Amazon Music LIVE photobooth.

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ACTIVATION / ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PRODUCTION/ PROJECT MANAGEMENT

Creative Agency: KAMP

Art Department/Build: Hawthorne Industries

Photobooth/Robotic Arm Vendor: Sharingbox

Production: KAMP

Post: KAMP

Summer 2023

IGNITING FANDOM AT YOUR FAVORITE FESTIVALS

AMAZON MUSIC LIVE

STAGECOACH

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