Oakley Launches Future Genesis and a New Brand Aesthetic
Oakley introduces a revamped brand aesthetic and creative perspective with the launch of Future Genesis. The campaign sees the popular brand unveiling two short films that revisit the world introduced in the original 1992 film 'Max Fearlight.' The films illustrate the interplay between past and future, emphasizing a protopian stance and showcasing the transformation of Max Fearlight, representing the past, and his daughter Maxine, symbolizing a protopian future. The narrative introduces purpose-driven products, such as the virtual concept Medusa which Max is seen wearing. Medusa is "a legacy product reimagined as a digital concept to fit his pursuits in a virtual world." The films also boast the real-world 13:11 sunglasses, which are inspired by Maxine.
The introduction of Future Genesis marks the initial phase of upcoming releases, coinciding with Oakleys 50th Anniversary.
Image Credit: Oakley
The introduction of Future Genesis marks the initial phase of upcoming releases, coinciding with Oakleys 50th Anniversary.
Image Credit: Oakley
Trend Themes
1. Revamped Brand Aesthetic - The campaign sees Oakley introducing a revamped brand aesthetic and creative perspective with the launch of Future Genesis, emphasizing a protopian future.
2. Narrative-driven Products - The films introduce purpose-driven products, such as the virtual concept Medusa and real-world 13:11 sunglasses, which showcase the transformation of Max Fearlight and Maxine.
3. Pursuits in Virtual Worlds - Oakley reimagines legacy products as digital concepts, like Medusa, to fit the pursuits of customers in virtual realities.
Industry Implications
1. Sports Accessories - The revamped brand aesthetic and purpose-driven products from Oakley offer disruptive innovation opportunities for the sports accessories industry.
2. Film Production and Animation - The launch of Future Genesis and narrative-driven short films create opportunities for disruptive innovation in the film production and animation industry.
3. Virtual Reality - Oakley's introduction of virtual concept products, such as Medusa, presents disruptive innovation opportunities in the virtual reality industry.
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