How do you make people truly value their vision? The American Optometric Association (AOA) created a powerful health campaign that put eye wellness in the spotlight. Using a groundbreaking device that mirrors the human eye, the campaign highlighted both the marvel of innovation and the vital importance of protecting our sight.
To support this launch, we crafted an integrated experience built around a 3D model of the human eye, an immersive scrolljacking website and high-impact video assets to amplify this future-forward narrative that invited audiences to see the world in a new way. Our main challenge was to ensure that the artificial technology enhances, but does not surpass, the value of natural human vision.
To support this launch, we crafted an integrated experience built around a 3D model of the human eye, an immersive scrolljacking website and high-impact video assets to amplify this future-forward narrative that invited audiences to see the world in a new way. Our main challenge was to ensure that the artificial technology enhances, but does not surpass, the value of natural human vision.
At the heart of the experience was a highly detailed model of the human eye, designed to mirror the complexity and precision of its real-life counterpart. Our team developed interactive visualizations that showcased how the device processes light, color, and information—making advanced science accessible through an intuitive digital journey.
Additionally, we developed a sleek, futuristic web design experience, seamlessly blending storytelling with interaction, aiming to show the high value of our own natural tech.
Additionally, we developed a sleek, futuristic web design experience, seamlessly blending storytelling with interaction, aiming to show the high value of our own natural tech.
By merging art direction, motion, 3D modeling, and web design, we crafted immersive pieces that anchored the campaign and embodied the balance between natural vision and technological innovation. More than showcasing breakthrough visual technology, the experience carried a wellness narrative—reinforcing the belief that the artificial does not surpass the natural.
EDELMAN U.S. TEAM
Judy John - Global CCO
Erin Collet - SVP, Brand Health US
Judy John - Global CCO
Erin Collet - SVP, Brand Health US
EXPERIENCE & DEVELOPMENT LEAD U.S.
Hilina Kedebe - Senior Technology Strategist Taylin Large - Web Developer Lerroy Fernandez - Technical Producer Matthew Webb - Design Director Mia Gross - Quality Assurane Specialist Michael Hamel - Senior Technical Director Chris Broomall - EVP, Web and Tech Development Mira Kim - Technology Strategist
Lauren Kimball - Experience Design Director
Anna Wingard - Group Design Director
Sarah Miller - Senior Designer
DESIGN LEAD U.S.
Michael Levy - Creative Director Erin Ayalp - Associate Creative Director Melina Lentrichia - Art Director Thiago Elias - Executive Design Director Evan Dulavin - Design Director Adrian Hernandez - Account Lead Sydney Bernardo - Account Support
Stephanie Pudlik - Social and Digital Strategy
Jesse DeStefano - Project Manager
PRODUCTION U.S.
Cindy Chapman - Executive Producer
Domenic Del Carmine - Senior Producer
STUDIO HEADS
Laura Martin - Head of Production
Laura Martin - Head of Production
Guillermo Valencia - Head of Design
Wanda Quintero - Head of Post- Production
Natalia Villegas - Global Head of Studio Operations/Head of Colombia Studio
STUDIO LEAD
David Bonilla - Design Lead
Julian Cuevas - Animation Lead
STUDIO LEAD
David Bonilla - Design Lead
Julian Cuevas - Animation Lead
EXPERIENCE HEAD
Diego Castaneda- Head of Experience
PRODUCTION
Juan Delgado Villalobos - Executive Producer
Juan Delgado Villalobos - Executive Producer
3D DESIGNER/ANIMATOR
Camilo Ciprian - Senior Designer
VIDEO & ANIMATION
Mateo Fino Guerrero - Senior Animator
Angel Martinez - Senior Animator
Jorge Velandia Forero - Associate Animator
AUDIO
Gabriel Lucien Associate - Audio Lead
Jorge Velandia Forero - Associate Animator
AUDIO
Gabriel Lucien Associate - Audio Lead
MARKETING & COMMS
Samia Bayona - Marketing & Comms Supervisor