Acuvue | RevitaLens product launch

The Challenge

When Acuvue purchased and rebranded RevitaLens, adding a lens solution to their business for the first time, they tasked us with announcing the debut in a fun and lighthearted setting rather than a clinical one -- while adhering to the many rules that come with the product being a medicinal supply.

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The Creative

We had all seen contact lens and solution ads treated the same way over and over - groups of happy friends living their lives to the fullest without glasses. We wanted to show the things that contact lenses keep you ready for - and that solution keeps your lenses ready for - in a new way. So we partnered with paper art studio Party Of One to build out scenes that are better enjoyed with contacts, from travel to sports to date night, in an unconventional and eye-catching way. I concepted and pitched the idea to client, and oversaw the creative work in a multi-day shoot with the paper studio. 

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The Results

The creative was targeted to multiple audience segments where lens wearers overlapped with interest in the actives depicted. After performing well as the US debut, we switched out the packaging and created a toolkit for the Japan market as well.