EYE DESERVE MORE

CONSUMER CAMPAIGN

Copywriter: Shannon Stringer Creative Director: Chris Swanson Producer: Cindy Chapman Account Executives: Erin Collett, Adrian Hernandez, Sarah Hancock
Production: Marcus Ubungen, PS260, Tyler Hurst, Lime Studios Photography: G L Askew II Retouching: Chris Freeman

The American Optometric Association (AOA) is the leading advocate and authority on eye and vision care. They needed an annual campaign to increase affinity for Doctors of Optometry members and inspire Americans to get an annual comprehensive eye exam instead of turning to quick-fix ‘opternatives’ like online eye exams. The target audience had unused vision coverage, paired with a busy lifestyle and is vunerable to quick fixes to renew their perscription. Little do they know, clear vision could be hiding an early diagnosis - and apps can't detect the 270+ diseases that a Doctor of Optometry can.

This campaign reminds patients, Eye Deserve More. If a pro athlete doesn't leave their eye health to chance, why would you? Everyone deserves personalized eye health to be their best. As Art Director on the project, I ideated and pitched ideas to the board alongside my team. Developed shotlists, oversaw retouching and design. Campaign guidelines, Member toolkits, social posts and advertisments gave AOA members a chance to join in the promotion. As the day-to-day creative lead on the account, I worked closely with the client and our team to push the quality of the work and presentation we delivered. I directed designers, web, and animation production.