Josephson's Opticians are dedicated to provide the highest quality, explicit design of eye wear for their customers. The company is presenting upscale eye wear brands
Target audience consist of mature people over 40 years old who value quality and already loyal to the brand. This customers won't shop at mass market retail locations because they want to differentiate themselves and show their status through commodities. The objective for the campaign was to create visuals appealing for the excising audience but relevant to young people. The Pastel colours where chosen to "soften" abstract visuals and connect the imagery though consistent palette.
The client's request was to focus on the frames themselves without people being a focal point of a visual