Project 2075
- Brand
- Oakley
- Year
- 2023
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- MONOGRID
Objective
With Oakley's 50th anniversary approaching, the brand wanted to make people feel its history rather than read about it, and use that as the on-ramp into a new storytelling platform, Future Genesis. The target wasn't a buyer in-market for a specific pair of sunglasses but Oakley loyalists and brand aficionados who'd enjoy digging into its archive.
Solution
The player lands on project2075.oakley.com, clicks through a short intro, and is dropped in front of a building modeled on Oakley's real Foothill Ranch headquarters. Stepping inside, an AI guide named Echo greets the player and walks them through a time machine that lets them pick one of three eras — Origins (1975–1991), Past (1992–2013), or Present (2014–2024). In each era the player walks through rendered scenes, spots objects scattered around the rooms, zooms in on them, and reads or watches the story behind each one, with the lighting, music, and set dressing shifting to match the period and a few easter eggs tucked into the corners. The session's goal is to track down all 23 objects across the three eras; finishing the set hands the player off to the Future Genesis campaign. It all runs the same way on phone or desktop, with no loading screens breaking up the walk between scenes.
- 1
Players reach the experience through a direct URL or an "Enter Project 2075" button inside Oakley's Future Genesis campaign page, then sit through a brief loading screen that sets up the story.
- 2
The game opens in first-person outside a digital recreation of Oakley's Foothill Ranch headquarters; players walk toward the building and an animated transition carries them inside.
- 3
An AI guide named Echo introduces the rules and leads players to their first collectible, an acorn whose attached story ties the brand's name and original logo to founder Jim Jannard's dog.
- 4
Players proceed to a time machine and choose one of three eras of Oakley history — Origins (1975–1991), Past (1992–2013), or Present (2014–2024) — with a cutscene marking each jump in time.
- 5
In each era, players move freely in first person through an environment with its own look, lighting, and soundtrack, searching for items; any item found can be opened in a focus mode and rotated as a 3D model.
- 6
Each collected item unlocks its history through text, images, and video, or in some cases a scrollable product gallery — covering things like the B-1b motocross sight, the OVERTHETOP model from the Sydney 2000 Olympics, and the Flash sneaker.
- 7
An inventory screen lets players review which items they've collected and how many remain.
- 8
The overall goal is to collect 23 items across the three eras, with scenes shifting to reflect progress, while separate hidden easter eggs can be found outside the main item chain.
- 9
Collecting everything leads to a final screen that points players onward to the broader Future Genesis campaign.
