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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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Crocs tapped KAMP to help bring their genre-pushing new silhouettes, the Echo Wave Collection, to those who are exploring the nooks and crannies of what's next in culture. Through a story-driven hero spot and stills, KAMP created a visual direction where digital and analog realities merge, dropping the Crocs brand into a fashion-forward yet nostalgic landscape.

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KAMP curated hidden spots found throughout city enviornments to create a familiar, yet entirely new urban geography. Photography captured the Echo Wave Collection carrying our explorers through these untapped gems, styled to bring a vibrant sense of youthful energy to every locale. 

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ART DIRECTION /CONTENT CREATION / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PRODUCTION / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Motion DP: Allusion Anderson-Triplett


Production Design: Devin Ray

Composer: Sean Clark

Stylist: Alec Marchant

Hair & Makeup: Stormy Brady

Models: Ivan, Charles, Naomi, Johnny

Production: KAMP

Post: KAMP

February, 2025

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