Optics Launch

Client:
Super-Pharm, a leading retail pharmacy chain in Israel and Poland, offering a broad range of products across pharmaceuticals, vitamins, beauty, and wellness.

The Challenge:
Super-Pharm was entering the crowded optics market for the first time. With competitors already claiming quality, affordability, and variety, the challenge was to break through the noise—and position Super-Pharm Optics as a bold, fashion-forward destination for everything from reading glasses to multifocals and contact lenses. The goal: create a stylish, modern identity that stood apart from the typical clinical or utilitarian tone of optical advertising.

The Creative Idea:
To disrupt category conventions, we used the language of fashion, movement, and performance art to reimagine the optical experience. Each eyewear type—sunglasses, reading glasses, multifocal, contact lenses—was brought to life in unexpected ways through stylized choreography and high-fashion costume design.

For the TV ad, dancers embodied the products themselves—with bold movement and surreal styling that even included a dancing nose. Meanwhile, for still photography, fashion models were directed in pairs, posing with oversized eyewear props to showcase variety and visual drama. The theatrical staging and playful contrasts created a world where eyewear wasn’t just functional—it was expressive and alive. The outcome was a fashion-stylized launch campaign that ran across multiple platforms: TV commercials, glossy print ads in fashion magazines, and digital features on trend-forward style websites.

Impact:
The campaign immediately elevated Super-Pharm Optics above commodity offerings, positioning the new department as vibrant, stylish, and unexpected. It helped reframe Super-Pharm not just as a provider of optical solutions, but as a go-to destination for self-expression through eyewear—earning attention, engagement, and distinction in a saturated market.