How to convert consumers who only wear glasses over to Acuvue contact lenses? Show them that contacts aren’t as scary as they seem and they’re totally worth it! However, the challenge was that although this audience knew contacts would improve their lives, they couldn’t get over the hurdle of touching their eyes—let alone putting something foreign in them. The concept portrayed first-time-user stories and the campaign hinged on authenticity, therefore focused predominantly on UGC from 8 real people.
As the US client became more thrilled with the content and shared it among stakeholders, it soon became a global campaign. Scaling across markets now, we ensured the footage and narrative would be just as impactful to foreign audiences as it was to the primary US target. The limited use of first person VO and increased amount of interstitial cards allowed specific global markets to adjust accordingly with minimal costs.
Role / Creative Director, Creative + Art Direction, Post-Production
film
*Fun fact: We needed an ambiguous landscape scene for our end card, and we went with one of the hundreds of landscapes I’m known for filming on the side.
Social
Brand awareness was built among Snapchatters with non-skippable ads and Instagramers with sponsored stories.
Along with our longform YouTube content, we drove site conversion through 1:1 and vertical cutdowns across Facebook and Instagram.
ALL / MONDELEZ + NBA / NABISCO SNACK PACKS / MY LITTLE PONY / THE GIFT OF PELOTON / CRISPERS SNACKS / OREO STAY PLAYFUL / E! PEOPLE’S CHOICE AWARDS / PELOTON BIKE / RITZ CRACKERS / CLEAN + CLEAR / HALLS MINIS / CHIPS AHOY! / JOHNSON'S BABY / L'OREAL TEEN SKINCARE / TINA FEY + GARNIER NUTRISSE / GARNIER THE WHOLE PICTURE / JOHNSON'S WHY COTTON / TORI KELLY + GARNIER FRUCTIS / ACUVUE GLOBAL / GARNIER SKINACTIVE / MISC.