Gifty & Thrifty * Eyemart Express
The Role:Campaign concept development, copywriting, creative direction
The Problem:Eyemart Express was carrying excess accessory inventory and needed to clear space ahead of new product arrivals. The challenge was to move these items in a way that felt intentional and appealing—without resorting to a clearance-style message that could cheapen the brand.
The Solution:We reframed accessories as thoughtful, affordable gifts. By positioning them as fun, low-cost stocking stuffers for glasses-wearers, the campaign shifted the perception from surplus product to giftable finds. A curated gift guide format made the selection feel deliberate, playful, and easy to shop.
The Execution:The campaign was designed to evoke a nostalgic, old-school gift guide—similar to the catalogs people used to receive in the mail—while keeping the tone modern and accessible. The guide highlighted accessories as both practical and fun, encouraging impulse buys during the holiday season. Over the six-week run, the campaign sold through the remaining accessory inventory and generated more than $40,000 in profit.
