LensCrafters / Cutwater — 2008

A retail campaign for LensCrafters built around a simple emotional idea: that seeing clearly means more when it's connected to the things you love. The campaign moved away from price-point advertising and tech specs to focus on that human moment — people literally framing what matters to them with their hands.

My role was production design — adapting the campaign's visual system into large-format backlit window displays for rollout across LensCrafters stores nationwide. The work required precision: getting the framing device to read at scale, sizing and fitting assets across multiple display formats while keeping the campaign's emotional tone intact.