Margherita Cucchi
Digital Product Designer
ASK
Oakley set out to celebrate its legacy and future vision through an immersive digital experience, as part of its three-year Future Genesis campaign. The challenge was to design an interactive narrative that could reinterpret the brand’s history, values, and product innovation in a way that would resonate with a new generations.
SOLUTION
An immersive, story-driven platform placing users at the center of Oakley’s world. Through real-time interaction, spatial exploration, and guided missions, the experience bridges past and present transforming Oakley’s heritage into a dynamic journey of discovery.
CAPTURING LEGACY AND INNOVATION
Project 2075 reimagines Oakley’s history, achievements, and product icons as an immersive virtual experience. Built inside a 3D reconstruction of Oakley’s real-life headquarters in Foothill Ranch, California, the narrative unfolds across several chapters tied to the story of Max Fearlight — the iconic 1990s character symbolizing the brand’s rebellious spirit.
At the heart of the experience lies the Oval Room, a fictional time-travel chamber where users explore three distinct brand eras: Origins (1975–1991), Past (1992–2013), and Present (2014–today). In each era, users complete missions by collecting 23 symbolic objects, each revealing key moments in Oakley’s evolution through video, imagery, and storytelling. The journey is guided by Echo, an AI-powered voice assistant that adds a futuristic, narrative-driven layer to the experience.
Key interactive features include a first-person perspective that immerses users directly in the space, a focus mode for detailed 3D object interaction, and cinematic cutscenes that enhance storytelling flow. The result is a responsive, exploratory environment that lets users connect with the Oakley universe in real time.
