Georgetown Opticians, based in Washington D.C., and local D.C. agency Design Army have come up with a beautiful, quirky fashion film to promote the optical brand's wares, based around the idea of an eccentric, eye-obsessed family.
With shades of "The Addams Family," (and clearly inspired by Wes Anderson movies), the film's design, from its pastel shades, to creepily inspired touches like "eyeball cupcakes" to the "optical illusion" Halloween costumes the kids wear, is outstanding. It's this, combined with an off-the-wall humor delivery, that will capture your attention, as we're introduced to Ivan, Irene and Isaac, who spend their days examining eyeballs, making eye jokes and polishing their eyewear. What's more, viewers won't forget the message -- that the family-owned Georgetown Opticians (which has three boutiques) really knows eyewear.
Design Army tells us the ad, filmed in a mansion in Maryland, was directed in a day, which makes it even more impressive. The director and cinematographer was Dean Alexander. Design Army created the concept and storyboard; cast actors and voiceover talent; provided direction for styling and costuming; designed the set and built props; and oversaw post-production color grading.
The agency has also created print and digital ads based on the characters, providing a creepy/quirky theme to all its communication right in time for Halloween.