GO SEE | CREATIVE DIRECTOR, DIRECTOR
OVERVIEW
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.
AGENCY
Universal McCann
CREATIVE DIRECTOR
Dylan Travis
AGENCY PRODUCER
Alicia Calderon
CONTENT DIRECTORS
Anthony Hello, Katie Li
PRODUCTION
Suite Spot
DIRECTORS
Zach Jopling & Dylan Travis
DP
Zach Jopling
PRODUCER
Dan Mecca
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.
SQUINT LESS. SEE MORE. | CREATIVE DIRECTOR
Making TIME's list of 100 best inventions, ACUVUE® OASYS with Transitions Light Intelligent Technology is the first-of-its-kind contact lens that seamlessly adapts to changing light, day to night.
We wanted to connect with an audience of young professionals who love to push themselves, explore, and try new things for the product launch. So first, we worked with Conde Nast to create excitement, selecting visionaries to highlight the lenses' features. Then, we created a strategic content funnel to lead our audience through original long-form vignettes, short, targeted ad formats, and custom articles. Finally, we showed up at the Pitchfork fest in Chicago & SXSW in Austin to stretch the activation further.
AGENCY
Universal McCann
GROUP CREATIVE DIRECTOR
Katherine Auguston
CREATIVE DIRECTOR
Dylan Travis
CONTENT MANAGERS
Anthony Hello, Katie Li, Niki Schloss
PARTNERS
Condè Nast, GQ, Pitchfork
DIRECTOR
Berry English
EXECUTIVE PRODUCER
Alex Kahn
PRODUCER
Erin Brennan
GAVIN TUREK | PITCHFORK
Gavin Turek is a singer, songwriter, dancer, and actress from Los Angeles, California. Gavin's ability to command the stage with her soulful music, retro 80s aesthetic, and seductive moves made her an easy choice or this piece.
Gavin flows in and out of bright lights on stage and is often creating in music outdoors. So transition lenses were a perfect addition to her stage routine. In the film, she performs her original song "Into the Light" and vibes on her approach to making music.
PRODUCTION
Condé Nast
PITCHFORK | THE PITCHFORK FESTIVAL
An outdoor sunny music festival was the perfect place to test out ACUVUE's Transition lenses and allow concert-goers to learn about the product and engage with ACUVUE, so we traveled to Chicago to the Pitchfork Music Festival.
To connect with the product's innovative features, we fabricated an ACUVUE Light Studio that allowed fans to break out their moves in a modern mirrored room with pulsing lights to capture a GIF with their homies and share it with their friends. We also captured new leads for the product by having our optical experts collect first-party data.
PRODUCTION
Condé Nast, Pedulum Creative
GQ | MO BAMBA
Mo Bamba is a professional basketball player in the NBA, playing center for the 76ers. Mo's approach to training is visionary, with a unique combination of jujitsu, yoga, and strength drills.
As Mo cross-trains, he moves in and out of bright settings and needs a lens that seamlessly adapts to new light. We used 16MM to reflect Mo's past and juxtaposed it to sharp imagery of Mo training with his latest lenses to propel the product benefits further.
PRODUCTION
Condé Nast
SELECTED WORKS