Acuvue | Touch Me

The Challenge

Acuvue needed a campaign focused on debunking the biggest hurdle in converting glasses-wearers to contacts: the misconception that lenses will feel hard or painful in your eye. 

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The Creative

I concepted and pitched "Touch Me," a tongue-in-cheek video aimed at bait-and-switching real people to get their honest reactions to contact lenses. Working with our in-house casting agency, I screened and cast 10 glasses-wearers who were afraid of contacts. We brought them to our studio under the pretense of conducting market research, then we captured the moment we brought out lenses for them to touch for the first time. I put together the beat sheets we used during production and the full script after the fact, and oversaw the creative team through post-production. 

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The Results

After the success and market adoption of Touch Me, Acuvue tapped us to create several followups: a 2.0 version that followed several members of the ten original cast to the eye doctor to try contacts for real, as well as three new 1.0 versions debunking market-specific fears in the UK, Brazil, and China.