Disrupt the stagnant, status-driven sunglasses market by launching a narrative-focused brand that shifts the consumer experience from passive purchasing to active collecting.
EXECUTION
Developed a comprehensive brand identity inspired by '80s cinema, juxtaposing nostalgic aesthetics with modern design sensibilities. Engineered a unique product ecosystem by manually crafting 18 pairs of custom eyewear, each themed after iconic characters and films. Integrated a multi-disciplinary approach—blending original illustration, bespoke motion graphics, and editorial photography—to create an immersive, high-energy brand world that challenges industry norms.
OUTCOME
Successfully repositioned eyewear as a collectible experience rather than a functional accessory. The project resulted in a cohesive, high-impact campaign featuring a flexible logo, experimental collage-based posters, and rhythmic motion promotions, demonstrating a mastery of physical craftsmanship and digital storytelling.