An important component of the work we do for Luxottica is allowing the company’s personality to shine while simultaneously elevating the identity of each of its individual brands — be it LensCrafters, Target Optical or Pearle Vision.

We made Oakley the star of the show for communications targeted to active customers. (Brand-conscious shoppers got an equally engaging introduction to hot new styles from Coach and Ralph Lauren.) The messaging approach was carefully tested and refined to ensure maximum effectiveness until we ended up with this quick-hitting story about how Oakley makes you look good.