This largely CG character animation driven spot takes us to a beach filled with oddball characters cavorting in the sand. Perched in his tower, a lifeguard looks through his binoculars with a sense of urgency. Through the binocs, we see what he sees: a drowning woman, except she’s not in the deep blue ocean but instead in a sea of eyeglasses.
The lifeguard–reminiscent of David Hasselhoff–springs into action as we see him, holding a tethered computer screen (rather than a flotation device), make a dash for the water, a pursuit which includes him taking a slow-motion leap over a rather large man lying on the sand.
Our hero dives into the sea of glasses and finally reaches his damsel in distress, carrying her to safety on the sand–all the while a voiceover informs us that “choosing glasses can be overwhelming” and that the U.K. opticians chain Dollond & Aitchison (D&A) offers specialized software to help its expert staff “find what’s right for you.”
Now rescued, the woman is given an eyeful on the aforementioned computer tablet screen which shows her pictured wearing different styled pairs of glasses. She selects the glasses that look good to her and next we see her wearing her perfect set of eyes, surrounded by happy beach goers who are in a celebratory mood.
A supered tagline notes that the D&A opticians “see eye care differently.”
Brand New School (BNS), Los Angeles, and Passion Pictures, London (which handles U.K. representation for BNS) teamed on the CG/animation/live-action job for agency DLKW & Partners, London.
The DLKW creative team included art director Remco Graham, copywriter Rich Holmes and producer Vanessa Butcher.
AI Creative Studio Super Proper Launched Under Aegis Of Dan Moseley
Tadiem--a company with divisions that include Bensimon Byrne, OneMethod, Narrative, HiFi and Folk--has launched AI-led studio Super Proper. The new Toronto-based venture brings together talent from design, performance and insight who are all trained to use bleeding-edge AI technology. Their goal is to deliver the future of online creative.
Super Proper has hired Dan Moseley, a veteran of We Are Social and Automatic Creative, to lead efforts across North America and beyond.
“The creative and media divide has plagued clients and agencies alike for too long. Super Proper is a solution that tackles it head on,” said Moseley, managing director and EVP. “We’re a home for clients and talent wanting to explore the AI-age with a new model built for the decade to come.”
Moseley is no stranger to blazing new trails in the industry. His chops includes breaking the six-second myth with YouTube programming for adidas & UEFA, shutting down Fifth Avenue retail in NYC for Real Madrid, and working with Bose, Jack Daniel’s and Formula 1 to push media algorithms at scale.
Super Proper launches with a staff of 20 and is already working with foundational partners Audi, Johnson & Johnson and a campaign tackling the manosphere with White Ribbon. Super Proper is Tadiem’s sixth division.
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