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Oakley presents a renewed creative perspective and brand aesthetic with the launch of Future Genesis. In the campaign, the popular brand presents two short films that revisit the world presented in the original 1992 film ‘Max Fearlight’. the films illustrate the interaction between the past and the future, emphasizing a protopic stance and showing the transformation of Max Fearlight, who represents the past, and his daughter Maxine, who symbolizes a protopic future. the narrative features products with a specific purpose, such as the virtual Medusa concept that Max is seen using. Medusa is “a legacy product reimagined as a digital concept to fit your goals in a virtual world.” the films also feature real-world 13:11 sunglasses, inspired by Maxine.
the introduction of Future Genesis marks the initial phase of upcoming releases, coinciding with Oakley’s 50th anniversary.
Image credit: Oakley
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