The Ask: Concept a series of branded activations, gifts and printed elements in line with Oakley’s new brand approach, Future Genesis.

The Execution: Use copy to amplify Oakley’s new creative identity, as well as immerse the athletes in the event's sports-centric, utopian theme. 

With futuristic imagery powered by AI, athlete bios were written for all 31 athletes, from Olympians to rookie surfers to professional e-gamers. There were other elements to amplify, too, like a manifesto for a take-home poster and a time capsule letter the athletes received in their hotel room to start their trip with a little intrigue. 

Check out the case study to learn more.