Inner Thoughts * Eyemart Express
The Role:Concept development, scriptwriting, casting, creative direction
The Problem:As customers returned after COVID, Eyemart Express needed to do more than bring people back through the door. The brand had to communicate long-term care and reassurance in a category often treated as transactional. Glasses are worn every day, through real life—and customers needed to know the relationship didn’t end at checkout.
The Solution:The campaign focused on empathy and continuity. By showing that Eyemart Express sees, hears, and understands customers at every stage—from first fitting to long after purchase—the work positioned the brand as a partner, not just a retailer. The message emphasized that service doesn’t stop once you leave the store, and that whatever life throws at your glasses, Eyemart Express is there to help.
The Execution:The campaign consisted of three television spots following the same woman through everyday moments with her glasses.
The first spot highlights the in-store experience—fast service, a wide selection, and a sense of genuine care.
The second shows post-purchase follow-up, reinforcing that support continues after the sale.
The final spot leans into relatability, showing real-life mishaps like falling asleep in glasses while binge-watching TV—and the reassurance that adjustments, fixes, and care are always available.
Together, the spots humanize the brand and reinforce a simple truth: customers are seen, supported, and safe with Eyemart Express.