Feel the joy of nothing
challenge
In a market of incremental improvements, true innovation is rare. Alcon’s revolutionary TOTAL30 monthly lenses were set to redefine comfort, so needed a launch bold enough to redefine the category.
When other contact lenses cause you daily discomfort, we introduced people to a new feeling: the joy of nothing. Breaking category norms, we led the brand’s biggest product launch in history.
SOLUTION
National print campaigns were supported by social, in-store and eye care professional leaflets.
Senior copywriter and creative.
Created, developed and produced entire global campaign. Oversaw a team of in-house designers and retouchers, producing integrated assets across print, digital and in-store.
ROLE & Responsibilities
AGENCY & TEAM
Iris Worldwide
Creative Director: Matt Gray
Creative Leads:
Michael Venner & Andrea Vergara
Moving Image Producer: Emily Hendry
Photographer: Sam Barker
Art & Photography Producer: Jody Brown