I concepted the campaign and wrote the TV commercial scripts.

The online glasses retailer wanted to go head-on with its more conventional brick & mortar competitors by highlighting how ludicrous it is (although the commonly accepted norm) not to include the lenses in the cost of a pair of new glasses. At glasses.com, the lenses are included. For free. 

The approach:
A network broadcast campaign that used humor to make viewers question the long-held assumption in eyewear that lenses must be purchased as an extra. 

The team:
Executive creative director: Matt Anderson
Creative director/writer: Alexandra Fuller
Art director: Chris George
Account director: Jeremy Chase
Producer: Craig Steiner
Production partner: Fueld Films
Video director: Munn Powell