Pearle Vision was competing in a category driven by price and promotions.
I helped develop a new brand platform built around the small moments that create trust between patients and their doctors.
Making care the differentiator.
“Small Moments” became the foundation for the brand’s storytelling across film, social, digital, and in-store.
“Ben’s Glasses” was the first expression of the new platform.
Clio Awards: Silver, Fashion & Beauty
Chicago American Advertising Awards: Client of the Year; Best of Film, Video & Sound; Best of Elements; Gold, Integrated Campaign – Cinematography; Gold, Public Service – Local TV; Silver, Branded Content – Non Broadcast
El Sol Awards: Bronze, TV/Cinema – Health & Beauty
“Small Moments” became an ongoing brand platform.
Clio Awards: Shortlist, Health
Effie Awards: Bronze, Branded Content & Entertainment; Finalist, Healthcare Services
Extending the Platform
Billie Jean King appeared in our hero film, which we extended into a documentary exploring the role glasses played throughout her career.
Her story inspired #RaiseYourGlasses, inviting people to share their own stories and expanding the platform into a broader conversation about confidence and vision.
“Maya” TVC