Abbot Medical Optics: WHAT YOU'RE MISSING

Credits & Description:

Advertiser: ABBOTT MEDICAL OPTICS
Agency: WUNDERMAN
Category: Best Copywriting
Advertising campaign: WHAT YOU'RE MISSING
Senior Copywriter: Eric Kawaguchi (Wunderman West)
Post Production: Drew Lewis (Wunderman West)
Account Director: Steve Collins (Wunderman West)
Creative Director: Susie Lim (Wunderman West)
Account Executive: Taryn Talbott (Wunderman West)
Executive Creative Director: Craig Evans (Wunderman West)
Art Director: John Turcios (Wunderman West)
Producer: PJ Haarsma (Wunderman West)

Brief Explanation
This video was created entirely through the manipulation of still photographs. Our task was to convince people to correct their vision and improve how they see the world. Our approach was simple: Make people realize that it’s not a matter of what you’re looking at, but rather what you’re missing out on.To accomplish this, we utilized a stunning visual technique called parallax, which separates a photograph into layers, creating the effect of dimension and movement. Supporting this, our voice over suggests that without clear vision, perhaps we’re not seeing and appreciating the true beauty that exists in the world.