ZEISS / South Korea

ZEISS
SMILE.

Scope: OOH Campaign · Motion · CG/VFX
Market: South Korea

An out-of-home visual campaign for ZEISS in South Korea, designed to reinforce the brand at the top of the market through mesmerizing, striking visuals across the city.

The visual narrative

ZEISS SMILE is a minimally invasive laser vision correction procedure used to treat myopia and astigmatism. Creating a visual narrative to exemplify the procedure was an exciting challenge that not only fit the brand's standards but also took it somewhere new.

A kinetic sculpture representing a real iris, made of hundreds of layers of delicate lenses, was the perfect visual metaphor to bring all the elements together. The intricate dance of colors and refraction displayed beautifully on screen, while also providing an appropriate stage to demonstrate the surgical procedure with pleasantness and ease.

A push and pull between soft scenes and intense moments, held together by a complexity of visual details that inspires awe instead of overwhelm.