When it comes to taking big swings at marketing pushes, Oakley optics is bolder than most and we appreciate their ambition. Oakley has embarked on an universe-building storytelling saga with a new partnership with Dark Horse Comics that features an animated fiction series set in the aftermath of the iconic 1992 film Max Fearlight. The brand reinvention will extend to every pillar of the company including retail and upcoming products. They just teased a new goggle/sunglasses hybrid and in their words “Lunacy doesn’t even cover it”:
Here is the first installment of the animated series:
FUTURE GENESIS: OAKLEY® MULTIMEDIA ODYSSEY CONTINUES TO UNFOLD WITH CHAPTER ONE. LAUNCHING NEW ANIMATED FICTION FILM & PREVIEW COMIC DROP WITH DARK HORSE COMICS PARTNERSHIP
Oakley®’s story began in 1975, igniting a history fueled by audacity. Now, the brand legacy unfolds with the new release “Future Genesis: Chapter One” an animated fiction film and an adaptation in the form of an ashcan preview comic by Dark Horse. Set in the aftermath of the original 1992 Max Fearlight film and preceding the teaser films released in 2023, this next chapter heralds a new era, channeling Oakley’s disruptive DNA into an evolutionary path of unleashed possibility.
Future Genesis is the journey to a protopian future, a world that is better today than yesterday. Oakley fuses its almost 50-year legacy with the momentum of a new generation, embracing a vision of hope and acceptance while remaining true to its DNA. This universe-building continues to reinvent the brand at every pillar —including storytelling, retail, and upcoming products.
“Chapter One follows Max Fearlight, symbolizing Oakley’s legacy, as he undergoes an evolution parallel to the brand. 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.” –Brian Takumi, VP of Creative & Soul at Oakley
The Chapter One film and preview comic re-introduces Max, the cornerstone of Oakley’s heritage, who grows increasingly more cautious of the outside world, and a new character, his wife Sasha, whose outlook remains hopeful. Caught in between is their rebellious and spirited daughter, Maxine Fearlight, who’s set on creating her own legacy and embodies the essence of curiosity, optimism, and the promise of Oakley’s future. Looking into the storm, Max perceives danger, Sasha envisions a brighter tomorrow, and Maxine sees sparks of possibility amidst the chaos.
Carving a new multimedia path ahead, Oakley progresses its storytelling in a new form by partnering with Dark Horse, one of the largest comic publishers in the US, to unveil a preview comic depicting the Future Genesis storyline and made available in late May.
“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.” –Cara O’Neil, Vice President of Marketing at Dark Horse Comics
Fantasy informs reality as Future Genesis brings new breakthroughs to be announced from Oakley through easter eggs, signaling the brand’s new wave of distinctive design and progressive technology.
From 21 May, follow the journey as Oakley writes its future alongside Maxine, as she seeks hope in the very storm that defines her existence. Future Genesis: Chapter One will be available to view at www.oakley.com/futuregenesis.
