TrueTear
Art Direction ★ Branding
Art Direction ★ Experiential Design ★
Art direction and experiential design for a state-of-the-art eyecare device that challenged category conventions. The comprehensive visual system established a contemporary aesthetic that differentiated the product in a traditionally clinical space, with meticulous design and production that elevated the premium positioning. Digital development extended this sophisticated identity across platforms, ensuring consistent recognition, creating a distinctive visual voice in the specialized eyecare market.
This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.
Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.
As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.
Any opportunity for chromatic
taxonomy is a project
after my own heart
