SQUINT LESS. SEE MORE. | CREATIVE DIRECTOR
OVERVIEW
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 Orlando Magic. 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