HOYA See No Age

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HOYA wanted us to develop a digital launch campaign for ID Myself, their latest progressive lenses for presbyopia or ‘lou fa’.

Our challenge: Wearers associate progressive lenses with ageing. After all, who wants to be reminded that they’re getting older?

We developed the ‘See No Age’ campaign to show that you're not limited by your age, and I edited this ID Myself launch video to capture that sense of rebellion.

For the opening sequence, I ripped up a print of the design, snapped photos of each piece and edited them in rapid stop motion to reveal the new product.

I also storyboarded, co-directed and edited this series of ads.

Each video story was built around a key feature of the lens to show wearers you never see age with ID Myself, from having fun to crushing it at coding.