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The goal was to raise awareness of Chronic Dry eye and to encourage people to talk to their eye doctors.
We partnered with Shire to launch the first FDA-approved prescription eyedrop that treats both the signs and symptoms of dry eye.
The ask was to raise awareness of Chronic Dry Eye and encourage people to chat with their eye doctor. Strategically, we launched eyelove as a lifestyle brand to set ourselves differently.
eyelove social
So much of what we love, we love with our eyes. That’s why we’re not going to let dry, gritty, occasionally blurry eyes interrupt what we love to do.
We will delight our targeted audience with aspirational lifestyle moments in their social feeds.
Our eyes are an essential part of our bodies, a part that allows us to take in the most wonderful visuals life has to offer – and we need to give them the best care possible.
Within 5 hours of the campaign going public, there were
- 33.1k potential Twitter impressions
- 1,200 views of Facebook videos
eyelove art project
To drive awareness and spark conversation around preventative eye care, we launched the eyelove art project, an immersive experiential campaign that transformed individual eye scans into personalized works of digital art.
As Senior Art Director, I led the audience experience from concept through installation design, shaping how visitors discovered, entered, and moved through the space. Inspired by contemporary art museums, the environment was designed to feel immersive, intentional, and emotionally engaging. Curved walls subtly mirrored the form of the human eye, guiding visitors naturally through the experience while reinforcing the campaign concept spatially and visually.
I shaped the interactive kiosk experience that guided users through creating their personalized eyelove art. Visitors were prompted to scan their eye and share a few details about themselves, which were then used to generate a unique piece of generative artwork. The interface was designed to feel simple, approachable, and participatory — turning the capture process into a meaningful moment of self-expression.
Each artwork could be instantly shared socially, extending the experience beyond the installation and helping spark broader conversation around eye health and preventative care.
To build excitement and cultural reach, we paired the activation with a social campaign featuring Jennifer Aniston, invitations to industry influencers, and wild postings and stenciled activations throughout the The High Line area.
The result was a highly shareable experience that blended art, technology, and advocacy into a memorable public activation.
