Oakley releases animated fiction film and comic

It continues to reinvent the brand at every pillar —including storytelling, retail, and upcoming products

Eyewear brand Oakley has released an animated fiction film and comic book called ‘Future Genesis: Chapter One’.

Future Genesis is described as a “journey to a protopian future, a world that is better today than yesterday.”

This universe-building continues to reinvent the brand at every pillar —including storytelling, retail, and upcoming products.

“This is more than a story and a campaign; it is a framework with a brand vision translated towards a limitless future and into the real world.

“From the renovation of our Foothill Ranch Lobby and global stores to product design and innovation, it is the beginning of reimagining everything for Oakley,” said Brian Takumi, VP of Creative & Soul at Oakley.

The Chapter One film  re-introduces Max, the cornerstone of Oakley’s heritage, and is set in the aftermath of its original 1992 Max Fearlight film. The preview comic was created with Dark Horse,

The objective was to fuse Oakley’s almost 50-year legacy with the momentum of a new generation, embracing a vision of hope and acceptance while remaining true to its DNA, the brand said.

“Partnering with Oakley for Future Genesis: Chapter One is an exciting opportunity for Dark Horse, and we are thrilled to bring the world of Future Genesis to life through this unique preview comic book,” said Cara O’Neil, Vice President of Marketing at Dark Horse Comics.

Moving into the world of gaming, Oakley partnered with Fortnite last year, with limited-edition physical glasses.

The collaboration included two eyewear designs with Prizm Gaming 2.0 lens technology to assist players with removing the glare from OLED and LED screens while providing a sharp visual support perfect for intense gaming sessions.

Future Genesis: Chapter One will be available to view at www.oakley.com/futuregenesis.