Our strategy was to increase sales by getting consumers to buy two frames. Through storytelling we illustrated the message that you need different glasses for different needs. I concepted the construct with my writing partner and worked together to come up with different scenarios for TV, Radio, Online, and OOH. I provided the art direction and design for a clean and contemporary look that would appeal to online target audiences. We made the frames and lenses the star in retail and online executions allowing us to tell quick and fun stories.
Creative Director: Will Perry
Senior Art Director: Marilyn Chapman
Senior Copy Writer: John Lewis