This was a new business pitch. Transitions lenses had a perception problem with younger consumers. They were functional, not fashionable. The campaign idea was built on the double meaning in the word "vision." For People With Vision isn't about eyesight. It's about point of view.
transition lenses / for people with vision
Visionary Artist was conceived as a live art installation to showcase the magic of Transitions® photochromic technology in a way that felt both unexpected and unforgettable. The idea: each morning, an artist would begin painting inside a translucent glass cube made entirely of Transitions lenses. As the day progressed and sunlight intensified, the lenses would darken, obscuring the work in progress. By nightfall, the glass would clear, revealing a finished masterpiece that had been there all along.
MADE WITH ARNOLD NY