Essilor

2020 COLLECTIVE

CHALLENGE

Tasked to create a new brand of blue/UV light protective eyewear specifically made for creatives professionals between the ages of 21-45, for the mother company Essilor. Deliverables were to name the product, write a creative brief, and promote the new eyewear line via social media and activation.

RESEARCH

The key research finding, that creative professionals spend more than 8 hours a day in front of a screen, led to our insight.

INSIGHT

For creatives, true colors are vital.

IDEA

Introducing the 2020 Collective, a brand for creatives by creatives. 

Protect the eyes from harmful light produced by screens such as computers and cellphones without losing the integrity of the creative vision.

LOGO 

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MANIFESTO

A letter to Creatives.

 

You do the things that amuse everyone else,

because you do the things that amuse you.

You see the world in complete clarity 

In its best, you embrace it. In its harshest, you vision the beauty it could be.

In everything you do, lives an experience everyone else breathes in.
 

In everything you create, the world sees what you dream.

2020 admires your view, and we want you to see the way we see you in our eyes- just perfect.

We learn from you of what a perfect vision is, then we innovate so you keep seeing in perfect sight - to show us what a perfect world looks like.

KEY VISUAL

NEW YORK FASHION WEEK
ACTIVATION

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OFF WHITE

COLLAB

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KATE SPADE

COLLAB

ADIDAS

ORIGINALS

COLLAB

Art Director - Geo Villeta 

Copywriters - Hanai Garcia + Kapil Khemlani