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Presented with the opportunity to launch Oakley's next major innovation in eyewear, we dug into the Oakley archives to uncover what makes the Kato best in class. Inspired by the unique product narrative, we developed an athlete seeding strategy that delivered on the Kato performance benefits while telling the story behind the design.


To build hype and anticipation, we developed a shared moment that built on the mystery, intrigue and excitement around Kato. The shareable Augmented Reality experience allowed members of Team Oakley to unlock a piece of history and share the content with their fans and followers on Instagram. Our targeted seeding strategy resulted in a social campaign celebrating Oakley’s history of innovation and disruptive design.

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The campaign was initiated with tease content that featured a 24 Hour countdown clock hovering above the “locked” pod. The next day, we launched reveal content that synchronized with the pod to create a seamless presentation that delivered on the core product narrative.

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BRAND STRATEGY / CREATIVE DIRECTION / EXPERIENCE DESIGN / CONTENT CREATION / PRODUCTION / PROJECT MANAGEMENT

Creative Agency: KAMP

Production: KAMP

VR Development: BRDG Studios 

May 2021

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Over NBA All-Star Weekend 2026, adidas tapped KAMP to bring Anthony Edwards and the latest Hellstar collaboration to life at LA LIVE. Bold, chaotic, and unapologetically fun, the activation transformed the weekend into a fully realized world blurring the line between sport, culture, and play.

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KAMP transformed LA's Peacock Place into ANTLAND, a 16,000-square-foot peach cityscape inspired by Ant, basketball culture, and the streets of Los Angeles. Across the weekend, fans could shop, play, compete, customize, and explore a world built around the launch.

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ANTLAND stayed in motion with daily programming designed to keep fans coming back.

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On-court challenges, DJ sets, celebrity appearances, and giveaways brought new energy each day, including visits from Sophie Cunningham, Erica Wheeler, and Anthony Edwards himself. Fans could also score limited posters, totes, air fresheners, marble-dipped basketballs, tooth gems, Laserstar tees, custom backboards, and airbrushed footwear.

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In collaboration with Hellstar, KAMP built Laserstar, a full-scale laser tag experience covered in custom artwork and graffiti by artist Miles Franklin.

Fans battled it out for limited Laserstar tees and one-of-one custom airbrushed backboards, turning one corner of ANTLAND into its own competitive world.

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Fans had the opportunity to shop the various drops and merchandise at retail outposts woven throughout ANTLAND. Customization and exclusive product moments encouraged fans to engage with the collection while keeping retail at the heart of the larger experience.

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

Creative Agency: KAMP
Art Department & Fabrication: Hawthorne Industries 
A/V: Modern Illumination
Basketball Court: SportsWest Construction
Basketball Customization: Vita Perfetta
Production: KAMP
Post: KAMP

February, 2026

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