Acuvue Oasys 1-Day / 2022 – 2023
Evolving a science-led narrative into a refined visual system across APAC.
Role: Creative Direction, Art Direction, Production, Hands on Execution | Deliverables: Campaign Film and key Visuals | Region: APAC
ContextTo translate the len’s hydration technology into everyday relevance, we developed a science-led storytelling approach grounded in precision and softness. The work evolved from exploratory visual narratives into a more structured system designed for regional rollout.
PHASE 1: FOUNDATION (2022)
Defining the Visual Language
I established the core visual codes of softness, precision and hydration.
Film Storyboard
The 45s CGI-led film and initial key visuals brought the concept to life, introducing a new way to express hydration and comfort.
Talent Key Visual
Product Key Visual
Building on this foundation, the work evolved into a more cohesive and flexible system for broader market application.
PHASE 2: SYSTEM & SCALE (2023)
Refining the System
The visual language was further developed into a more structured framework to support consistency across touchpoints.
A 75s master film and a suite of talent-led key visuals translated the concept into a more polished and expressive execution.
Talent Key Visual 1
Talent Key Visual 2