To celebrate all the wonderful things we can see and do because of our eyes, we created an immersive experience on the High Line in New York City that showed our eyes were a work of art while also educating about Chronic Dry Eye. Through a custom software, we captured macro photographs of guests’ eyes, extracting color, shape and density data to create one-of-a-kind pieces of art to display in an interactive gallery.

The eyelove art project encouraged consumers to prioritize their eye health. To bring this experience to life, we had less than a year to develop proprietary software, design the experience and generate excitement around the project. The High Line in New York City proved to be the perfect location for the experience, encouraging those who passed by to create their own eye art and learn more about Chronic Dry Eye. A large art wall was constructed, with booths on each side, for consumers to create and view their art. A large screen projected different eye animations that were created throughout the day, so people passing by could also experience the visual wonder of the art project. Those who were unable to attend the event in person could partake in an online experience to create and share their unique eye art through a simple step-by-step process at myeyelove.com/artproject.

11,100+ consumers attended the eyelove art project, and 5,700+ unique pieces of eye art were created using the online experience. Traditional media coverage of the event resulted in an estimated audience reach of over 12 million. There was a spike in eyelove conversation on social media around the event, reaching an approximate audience of 2.6 million. There were 366,400+ total impressions from Shire eyelove owned content on Facebook and Twitter as well, and 9,000+ click throughs to the eyelove art project microsite, where interested users could also visit the eyelove consumer campaign website – myeyelove.com – and engage with additional Shire assets.