Both already had strong above-the-line campaigns, but very little that truly lived and breathed social. Their polished TV spots were dropping into feeds built for lo-fi moments, quick POV stories, and trend-led formats. Our job was to bridge that gap without losing the premium feel the brands are known for.
The brief was simple: create distinct, social-first content that finally stepped beyond repurposed above the line assets. Both brands needed people-led storytelling made for Instagram and TikTok – work that felt native to the platforms, modern, and culturally relevant.
We concepted and produced the first true social-first shoots for both brands, grounding every asset in a people-first approach. We brought in creators for relatability and put real staff front and centre to share authentic perspectives and expertise. Across the board, we leaned into the visual language of social: first-person POVs, dynamic transitions, and smart use of trends to drive reach and cultural relevance.
The production style was intentionally lo-fi but thoughtfully shaped, built to show what it actually feels like to get an eye test, try on frames, get expert advice and experience each brand’s service – all in a way that naturally reads as social content, not an ad.
And the results? Clients who are genuinely thrilled, plus early performance that shows the power of a true social-first approach. The first video alone pulled in more than 515,000 Instagram views, far outperforming previous content and setting a new benchmark for EssilorLuxottica brands on organic social.