Campaign production and paid media for an eyewear retailer

Eyewear is chosen with the eye. The product has to be seen clearly, in a way that makes someone want to try it on.

The retailer needed campaign work to that standard. It also needed the work to reach people, not only to exist.

The brief joined both. Produce the campaign, then put it in front of the right audience, with one team accountable for each step.

Eyewear also sells on fit and detail. Frames, lenses and finishes have to read at the size of a phone screen.

We engineered the distribution before the shoot. Placements, audiences and formats were decided first, so the production served them.

Paid distribution ran on the finished campaign. Creative testing compared versions against each other. Budget followed the versions that performed.

Production and media buying sat with one team. What the data showed went straight back to the edit.

Reporting tied each version to its placement and its audience. The next round of testing started from that record.

Campaign photography set the look. Each frame was composed for the product first.

Video was edited into a master and a set of cutdowns. Each cutdown was made for the placement it ran in.

New variants came from the same material. Testing a new angle did not require a new shoot.

Stills and motion were planned together, so the campaign reads as one piece across placements.

Masters, cutdowns and variants stay organised and retrievable. A later campaign can start from what already exists.

1 million views on campaign work produced and bought by the same team.

The same team produced the work, bought the media and read the results. Each step informed the next.