Oakley, as the brand, unveils an updated brand aesthetic and creative point of view with the launch of Future Genesis. It all begins with two short films that transport viewers back into the world first created in Oakley’s original 1992 film, Max Fearlight, before introducing the brand’s new protagonist.
With the launch of Future Genesis, Oakley is drawing from the principles of yesterday to write the next chapter with a better tomorrow in mind. This foundational change will trigger an updated brand aesthetic and creative point of view that will inform both its storytelling and iconic product innovations personified by Maxine Fearlight, the newest protagonist for Oakley.
The two short films showcase the interconnectedness between past and future while leaning into the brand’s protopian position, while spotlighting a father and a daughter. The father – Max Fearlight – represents the past and he is taken on a journey of transformation through the introduction of the newest protagonist for the brand, the daughter – Maxine Fearlight. Maxine is set on creating her own legacy and represents the dream of a protopian future for the brand.
Products featured within the short films also serve a greater purpose. Max is seen wearing Medusa, a legacy product reimagined as a digital concept to fit his pursuits in a virtual world. The digital world also informs the real, with the 13:11 sunglasses inspired by those Maxine wears in the trailers, becoming a reality and launching in 2024.
These short films are just the beginning as more are dropping in the coming years to mark the brand’s 50th Anniversary.
Explore Future Genesis Immersive Platform on project2075.com starting December 12th at 12 PM ET.
