No more squinting,
no more headaches….
Catering to a target audience of spectacle-wearers and those considering contact lenses, aged between 18 and 40, I have created a motion-based advert that tells the world once you have the right pair of glasses, you can do anything! Split into three categories:
No more excuses [to empower]
See things clearly [self-love]
Finally get those answers [humorous]
These adverts feature various individuals utilising Google as a catalyst for self-motivation, now equipped with the appropriate eyewear tailored for them. These spectacles serve as a gateway to new beginnings—enrolling in a degree program, mastering the newest dance on TikTok, or organising a much-needed spa retreat. With the right vision, the videos suggest, there are no longer any excuses for postponing your aspirations.
I’ve used the proven-to-work method of storytelling - putting the viewer in the advert, somewhere they can see themselves being, something they can see themselves typing. The story is somewhat open-ended, leaving the viewer to fill in the gaps with their own personal experiences.
The process
As usual, I started off with lots of research about the brand today, the history, everything I know as a consumer, words that come to mind and competitors (I want bore you with the specific details, but am always happy to share privately if you are interested!)
Next I ask myself specific questions to train myself to think about the brand from different angles:
What happens if you have too much of this brand/product? What is life like without this brand? Embrace the dirt - what is the truth about this brand? Who would want to use this brand/product? Do a 180 spin, what does your product now do? What is the benefit of this brand?
Trust me, this makes for some very interesting answers! I then went through multiple brain dumps of all ideas, good, bad, ridiculous, some which outright made no sense. I did the same with titles, with headlines, with concepts and angles. I iterated on them over and over, played with different words, slotted pieces of different ones together, turned them upside down and played them backwards.
Before finally, I had hold of a core concept that started to feel right. And then I adapted it. And twisted it. And added to it, took away from it. At this point I knew I wanted to play on the benefit of using this brand, that this was going to be the focus of the copy.
The campaign developed from one 20 second video, to three 20 second videos, each showing a different version to the story. I took care in ensuring the googling terms were relatable, some funny, some wholesome, some stupid. I wanted to talk to people’s emotions in every sense, whether that be taking on a challenge you’ve been putting off or praying the AI gods give your dog eternal life.
The overall design is very simple, with the main focus being on the typing. I used the a shade of Specsaver’s green so that the logo still stood out, and the rest of the palette was minimal. As part of my design process, I always check my colours to make sure they’re accessible. Keeping accessibility at the forefront gives us the ability to open up potential to an untapped market.
