Oakley has unveiled a new campaign titled ‘Artifacts from the Future’ featuring Shubman Gill. The campaign introduces the next generation of performance-focused products.
The film features Gill wearing two key products, Plantaris and Lateralis. Plantaris is a high-wrap piece of future-facing art created to become an artifact in years to come. The visuals and motion graphics have been created by Brandmovers India.
Engineering the eyewear was a process of natural selection, shaped by the creature-inspired aesthetics that form a visual code for Oakley. Its flexible silicone rear stem channels the raw power of a frog mid-leap, mimicking the muscle that drives its motion. Complementing it is high-wrap eyewear, Lateralis, a heritage-inspired, future-ready silhouette, the brand stated.
“2025 is our 50-year anniversary. Fifty years into a legacy of transforming innovation into cultural icons, Oakley is writing a new chapter. Artifacts from the Future represents how Oakley pushes the boundaries on design, while staying true to its roots. With Shubham Gill now spearheading Oakley’s philosophy, he embodies the spirit of performance at the highest level, with style and precision – not just as a remarkable athlete, but as a powerful force across social culture and sports,” Sahil Jandial, Senior Brand Business Manager at Oakley India, shared while talking about the association.
“Through this campaign and with Oakley, we want to show that the future isn’t a far-off idea but something that we’re working towards. These designs feel like they’re made for a future set in 2075, but in fact they’re here with us today, combining Oakley’s legendary innovation with a bold, fresh look. I’m really excited to be part of this incredible journey that’s all about pushing limits and inspiring people to keep growing, whether on the field or in life,” Shubman Gill shared while commenting on the campaign.
“The brief this year fascinated us from the get-go with its possibilities. With a range that’s called ‘Artifacts from the Future’ we knew we had to build a whole world around the product itself and it was very exciting to dive into the process. It’s not everyday that you get an opportunity to explore futurism in Indian advertising, so much credit to the Oakley team for making this leap and taking us along in the journey,” Suvajyoti Ghosh, founder and chief creative officer at Brandmovers India shared their thought process behind the campaign.
