Life Happens… * Eyemart Express
The Role:Concept development, scriptwriting, casting, creative direction
The Problem:As families emerged from COVID, Eyemart Express needed to re-engage both new and returning customers with a message that felt empathetic, not transactional. Glasses are essential, but life—especially with kids—doesn’t slow down to protect them. The challenge was to acknowledge that reality while still making the value proposition clear and compelling.
The Solution:The campaign centered on lived experience rather than product specs. By leaning into the emotional truth that kids are active, unpredictable, and hard on their glasses, the work reframed the promotion around reassurance and care. The message wasn’t just about affordability—it was about feeling understood, supported, and prepared for whatever happens next.
The Execution:A 30-second television spot brought the idea to life, showing kids in motion and the everyday moments that put glasses to the test. The story emphasized peace of mind: when life happens, families are covered with two pairs of glasses for under $100. The TV spot was supported by a complementary social campaign designed to extend the message across channels and meet families where they already were.
