Rodenstock
ColorMatic X
Creating summer in January
Art direction, Concept Development
For the ColorMatic X campaign, my challenge was to visually communicate the speed and clarity of Rodenstock’s fastest-changing photochromic lenses. To achieve this, we developed a strong visual hook: “movement stripes” that dynamically symbolized the rapid transition of the lenses from dark to clear.
One of the biggest obstacles was capturing a vibrant, summery feel—despite shooting in the middle of January in Denmark. Through careful location scouting and expert lighting techniques, we successfully transformed our setting into a bright, sunlit environment, ensuring the visuals matched the lens’s performance in real-world conditions.
Our campaign output included a compelling case video, printed media, and motion posts, all reinforcing the product’s key benefits: ultra-fast fade-back speed, industry-leading indoor clarity, and superior UV and blue light protection. By seamlessly integrating the movement stripes into both still and motion content, we created a distinctive and memorable visual language that set ColorMatic X apart.
Rodenstock
MyCon™ 2
Rodenstock MyCon™ 2
Art direction, Concept Development
Working on the MyCon™ 2 campaign, my challenge was to evolve the visual identity established with MyCon™ while effectively communicating the advanced technology behind Rodenstock’s latest myopia control lenses. MyCon™ 2 introduces four individual wearing parameters—factoring in angles, face shape, and viewing distances—allowing for even more precise myopia management. Our task was to showcase these technical advancements in a way that was both visually compelling and easy to understand.
With a tight budget and timeline, we opted for a minimalist yet effective approach. A simple photo studio setup, combined with a diverse cast of three children in different age groups, allowed us to illustrate the progression of myopia and how MyCon™ 2 helps slow it down. On-screen graphics seamlessly integrated technical details, highlighting how the lenses adapt to each child’s unique visual needs.
The campaign delivered a cohesive suite of assets, including a case video, printed media, and motion posts, all reinforcing Rodenstock’s expertise in myopia control. By building on the established MyCon™ visual language, we maintained brand continuity while clearly differentiating MyCon™ 2 as an innovative step forward in children’s eye health.
