For this initiative we didn’t want to take the obvious “eyewear on model” approach. Instead we thought it would appeal more to the younger consumer by making the site subversive and somewhat nonsensical. We created a stylised world with four different environments filled with real people, yellow cabs, and overweight bulldogs walking in the park. Oh yes, we must not forget the massive looming set of eyewear hovering over head. The user is prompted to drag the eyewear around in each scene causing the people and their surroundings to react, augment and change according to the movement.