Role: ACD Copywriter
TRANSITION LENSES
Vision shapes perspective—because how we see the world informs how we move through it. This campaign draws a direct line between vision and self-expression, showing that what we stand for is often rooted in how we see things. By reframing Transitions Lenses as more than just a visual aid, we positioned them as a tool for clarity, confidence, and individuality—for people who view the world on their own terms, and want to see it as clearly as they live it.
Introducing Visionary Artist—a live art installation that brings the Transitions photochromic technology to life. Each morning, an artist begins creating inside a translucent glass cube made entirely of Transitions® lenses. As daylight intensifies, the lenses darken, obscuring the work in progress. But by nightfall, the glass clears—revealing a finished masterpiece that had been there all along. A striking reminder that vision isn’t just about what you see—it’s about seeing what others can’t.
