Georgetown Optician is a purveyor of luxury eyewear with multiple retail locations in Washington, D.C. Our challenge was to create an integrated brand campaign to showcase Georgetown Optician’s 2020 collection. Our goal was to generate considerable cross-platform awareness, drive sales and foot traffic, while positioning Georgetown Optician as the fashionable destination for all-things-eyewear in an exceedingly competitive market.

Our world is louder than ever before, so we imagined a place where eyes say more

than words. Set in the “Quietest Library on Earth” (a temple of hush), the film focuses on a tyrannical “Quiet Guard” who punishes patrons for the slightest sound, sneeze or gesture. But a plot to overthrow — hatched only through conversing eyes (and super stylish frames) — sparks The Silent Revolution against the overly sound-sensitive tyrant. We took visual cues from eccentric 1970s style, specifically high school yearbooks: employing quirky prints, big hair, bigger glasses. Speak Less. Say More.

At the focal point of the campaign is the film, which is carried through in-store, online, in product and print. Social media played a key role in the integrated campaign by allowing us to reintroduce the legacy optical brand and its products in a fresh and cohesive light. We created a distinct look and feel to stimulate interest among a new generation of tech-savvy buyers, while maintaining high brand value in the market.

The integrated brand campaign was mainly expressed in the film, but also carried through in-store, online, in product and print. The campaign was shot in August 2019, launched in October 2019 and is still currently in use.

The campaign prompted a 55% increase in web traffic year-over-year – 87.5% from

new visitors. Online sales were up 100% over the same time period. Overall, the

business experienced annual growth of 3.13% and a 7% jump in Q4 following launch – surpassing luxury goods market growth standards of 2.7%. Georgetown Optician has since been recognized as one of the most creative and innovative retail brands in global eyewear. Featured in Ad Age, Creative Boom, Muse & others– the film was distinguished by Adweek, holding the number one slot as one of the weeks’ most read articles. Overall, the film generated over 1.3 million views and reached 1.6 million users to date, with an engagement rate just over 50%.