Warby Parker · Blue Light Glasses · Advertising Campaign
A surreal print and broadcast campaign that turned invisible damage into an image you couldn't unsee.
Warby Parker needed a campaign for their blue light glasses. The brief was straightforward. The challenge wasn't. Every competitor was showing the same thing: a person at a laptop, a phone screen glowing, a headline about eye strain. Rational, forgettable, true.
If the damage people couldn't see was the problem, the solution was to make them see it. Not clinically. Not boringly. In a way that lodged itself in the brain and wouldn't let go.
"We spend hours staring at screens.
Our eyes pay the price.
Show them what that actually looks like."
The insight came from asking one question: if screen damage were visible, what would it look like? The answer unlocked everything. We treated the eye like food in an appliance, something being slowly cooked by the light we couldn't stop staring at. Surreal? Yes. Unforgettable? Absolutely. The metaphor did exactly what a good metaphor does: made something abstract suddenly, viscerally real.
Every execution asked the same question in a different medium: what does your screen time look like to your eyes?
"Invisible problems need visible metaphors.
Make them see it and they'll never unsee it."