In 2012 LensCrafters initiated a re-branding project entitled, "Re-examine." In order to produce a new tone and voice for the brand, I headed up the campaign as Executive Script Writer with the objective to attract a young, fresh target audience.  I decided if we wanted the customer to "re-examine" our brand, we needed them to "re-examine" what’s important to them— what sight really is, what it really means.

 

I worked with set designers and producers to create an imaginative and engaging plot to standout yet flow with the new brand dialogue I’d crafted. When I’d polished writing the script, Kevin Spacey performed the voiceover in the commercial. Enjoy the finished product.