Global Integrated Campaign for Transitions
We made creative for today's glasses wearer, starting with younger talent that care about looking good and more stylish frames mixed with good vibes that say 'Live for love and positivity, and say no to the negativity.'
Conceptually, we moved the creative from seeing the world through the lenses, an isolating experience, to seeing the wearer actively engaging with the world ('living the good light') enabled by those lenses. Anthemic. We infused it with upbeat, life-affirming music and big, vibrant type. It's a lifestyle montage of togetherness and self-expression in every light.
Along with the :30 TVC, we developed several :15-second and pre-roll units emphasizing different brand messages focussed on Style, Blue-light Protection, and Light Adaptation. These were used to drive traffic as well as test and refine creative effectiveness. We also developed social media, gaming, and co-promotion activations.
- Project Roles
- Creative Director
- Luxottica Group
- Art Direction, Creative Direction, Creative Strategy, Wrangling - Creatives
- Advertising, Brand Identity, Commercials - Broadcast
- Project Industries