GO SEE | CREATIVE DIRECTOR, DIRECTOR
In ACUVUE’s first-ever global campaign, we traveled to the seven biggest brand markets to make something invisible on eyes visible in culture by showing showstopping talent see it through with essential vision correction from ACUVUE®.
Wearing contact lenses becomes a habit only when you commit to getting them in and then out every day. So, we rooted our content strategy in perseverance – the core element to becoming a lens wearer and becoming successful and recognized doing what you love to do.
From a new outfit for Brazil fashion week to a custom dance for the DIA festival in Korea, each influencer focused on their dream and completed it with the help of ACUVUE, helping to grow net new wearers globally.
Anthony Hello, Katie Li
DIRECTOR & DP
STRATEGY & DISTRIBUTION
We researched the top pain points of contact lens wearers and connected an associated lifestyle that requires contact lenses to perform at your best. The campaign strategy was fully realized through world-class creators, extending across multiple forms of media, from pre-roll to endemic editorial sites, event integrations, social platforms, across seven countries, in six languages.
YOOJUNG LEE | SOUTH KOREA
We flew to Seoul, South Korea, to chat with YooJung Lee, a contemporary dancer, and choreographer. She was practicing for a big performance at the DIA festival in a couple of months. YooJung wears contacts to focus on the body movements of her students and help guide their progress. For her, dance about moving and being moved.
ISSEI | JAPAN
In Tokyo, Japan, we met a world champion b-boy breakdancer, Issei, as he prepared for his next competition. Issei's vision is linked to his spatial awareness when he moves and his connection to his fans. In this video, he reflected on his craft showing off some of his epic moves on the city's rooftops.
THAILA AYALA | BRAZIL
Thaila Ayala is a famous Brazilian actress and model who was on a quest to design a custom dress with renowned fashion designer Reinaldo Lourenco for Brazilian Fashion week in Sao Paolo. We watched Thaila's vision unfold, bringing the look to life and debuting it on the runway.
MADISON KEYS | UNITED STATES
Madison Keys is a world-class tennis player and was getting prepped for her next run at the US Open. Clear and sharp vision is integral to Madison's eye and hand coordination and her aspirations to breakthrough in a Major. This partnership extended to an exhibition match with Sloane Stephens, where the two slammed it back in forth in a much-anticipated rematch.
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