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2020 ADC Awards - Motion / Film / Gaming Craft

Eyes Say More Than Words

Agency Design Army / Washington

Client Georgetown Optician
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Annual ID

ADC_MOT20_060M

About the Work

Georgetown Optician is a purveyor of luxury eyewear with multiple retail locations in Washington, D.C. Our challenge was to create an integrated brand campaign to showcase Georgetown Optician’s 2020 collection. The focal point of the campaign is the film, which is also carried through in-store, online, in product and print. Our goal was to generate considerable cross-platform awareness, sales and foot traffic, while positioning Georgetown Optician as the fashionable destination for all-things-eyewear in a competitive market. Our world is louder than ever before, so we imagined a place where eyes say more than words. Set in the “Quietest Library on Earth”, the film focuses on a tyrannical “Quiet Guard” who punishes patrons for the slightest sound or gesture. But a silent plot sparks The Silent Revolution against the overly sound-sensitive tyrant. We took visual cues from eccentric 1970s style, specifically high school yearbooks: employing quirky prints, big hair, bigger glasses. Speak Less. Say More. The campaign prompted a 55% increase in web traffic year-over-year – 87.5% from new visitors. Online sales were up 100% over the same time period. Georgetown Optician has since been recognized as one of the most creative and innovative retail brands in global eyewear.