Georgetown Opticians: Our Family Knows Glasses, 1

Credits & Description:

Brand: Georgetown Optician
Corporate Name of Client: Georgetown Optician
Design Company: Design Army, Washington DC
Chief Creative Officer: Pum Lefebure
Creative Director: Jake Lefebure
Copywriter: Mark Welsh
Art Directors: Mariela Hsu/Sucha Becky
Designer: Gabriela Hernandez
Director: Dean Alexander
Editor: David Grossbach
Colour Company: CVLT, NYC
Editorial Director: Holly Thomas
Wardrobe: Michelle Onofrio
Hair & Makeup: Dale Johnson
Food Styling: Sidra Forman
Description of the Project:
Approached by Georgetown opticians to rebrand the venerable 30-year old retailer of fine eyewear, we looked no further than the Voorthuis family for our inspiration. We created a short fashion film as the centerpiece of the rebrand campaign. Shot in a quirky, creative way with a high-fashion sensibility and a healthy dose of wit, the film tells the story of three characters — Isaac, the father; Irene, the daughter; and Ivan, the son. Going beyond the scope of agency, we touched every detail of the film: from casting on camera and voice over talent to set and prop building to costume design. From the film, we crafted digital and print ads. To complete the campaign, we completed a six-month social media takeover, aligning the company’s social media channels with the new fashion voice and giving them a uniquely creative, ownable feel — with shareable original content — that helps the company position itself as an arbiter of style and taste.