ACUVUE
One of Johnson & Johnson’s flagship brands, Acuvue, had developed a new, smart contact lens that adapted to light, code-named “Solace”. The product was designed with a specific, tech-savvy audience in mind but would be launching in a saturated space. They needed a way to standout from the sea of same, visually and tonally, as a solution for active professionals looking for cutting edge technology for their vision.
PROJECT OVERVIEW
Creative Direction, Visual Design, Product Launch, Campaign Concepts, Brand Launch Strategy
CHALLENGE
In a crowded space, Acuvue had designed an entirely new product that would be a world’s first. We were provided the product details, features, and benefits and charged with coming up with a strategy and visual campaign treatment to launch a new, smart contact lens that adapted to changing light conditions. Once a creative direction was established, the Key Visual would then be applied to all consumer touch points including digital and in-store print campaign assets.
APPROACH
I worked closely with a Strategist to write the creative brief for my team. We came up with three distinct territories, each centered around a different value and benefit for the audience. These territories were then brought into design where the strategic insights were visualized and given copy treatments.
RESULT
The work below represents some of the conceptual designs that resulted from the creative exploration of the strategic territories. With geometric shapes invoking technological cues and lifestyle activities that speak to the core, savvy audience, the work is designed to shake up the otherwise stale space of contact lenses. The product is a medical achievement so the creative direction needed to stand out from anything that felt clinical or sterile.
