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Art Direction

Bronze Winner

Entrant: Design Army, Washington DC
Georgetown Optician - "Our Family Knows Glasses"

Corporate Name of Client: Georgetown Optician

Design Company: Design Army, Washington DC

Chief Creative Officer: Pum Lefebure

Creative Director: Jake Lefebure

Copywriter: Mark Welsh

Art Directors: Mariela Hsu/Sucha Becky

Designer: Gabriela Hernandez

Director: Dean Alexander

Editor: David Grossbach

Colour Company: CVLT, NYC

Editorial Director : Holly Thomas

Wardrobe: Michelle Onofrio

Hair & Makeup : Dale Johnson

Food Styling : Sidra Forman

Description of the Project:
Approached by Georgetown opticians to rebrand the venerable 30-year old retailer of fine eyewear, we looked no further than the Voorthuis family for our inspiration. We created a short fashion film as the centerpiece of the rebrand campaign. Shot in a quirky, creative way with a high-fashion sensibility and a healthy dose of wit, the film tells the story of three characters — Isaac, the father; Irene, the daughter; and Ivan, the son. Going beyond the scope of agency, we touched every detail of the film: from casting on camera and voice over talent to set and prop building to costume design. From the film, we crafted digital and print ads. To complete the campaign, we completed a six-month social media takeover, aligning the company’s social media channels with the new fashion voice and giving them a uniquely creative, ownable feel — with shareable original content — that helps the company position itself as an arbiter of style and taste.