Acuvue

Videos: Concept, Art Direction

The task: Create a video to help persuade current glasses wearers or people requiring vision correction to try Acuvue contacts.

The insight: There is an overall sense of fear and lack of knowledge about contacts amongst a large portion of glasses wearers. One persistent myth is that “contacts feel like hard glass in your eye”.

The solution: Find a bunch of people who need contacts but have never tried them before because they’re afraid, and get them to realize how soft and comfortable Acuvue contact lenses can be…. by simply touching a contact. Create an A-HA moment that will convince not only them, but also viewers at home.

Results: We had such success with some of the participants that we convinced them to get fitted for contacts. We made Instagram story videos (in the time pre-Reels) that followed them as they got fitted for contacts. What started as a single video for just the U.S. market quickly blossomed into a full-blown global production, adapting the campaign and filming in Brazil, England, and China.