{"id":2822,"date":"2023-10-14T03:31:34","date_gmt":"2023-10-14T03:31:34","guid":{"rendered":"https:\/\/rawsparkgroup.com\/?page_id=2822"},"modified":"2024-04-24T04:34:32","modified_gmt":"2024-04-24T04:34:32","slug":"owndays-clear-vision-lenses","status":"publish","type":"page","link":"https:\/\/rawsparkgroup.com\/?page_id=2822","title":{"rendered":"OWNDAYS: Clear Vision Lenses"},"content":{"rendered":"\t\t
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THE RADICAL RULEBREAKING CREATIVE AGENCY<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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OWNDAYS:
CLEAR VISION LENSES\n\"I'M FREE TO BE ME\"<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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I'M FREE TO BE ME<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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WHAT'S COMFORT TO YOU?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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SCOPE:<\/b>\u00a0Creative strategy and development, Design, Copywriting, Marketing, Art Direction, Video Production, 3D Design, Post Production, Photography.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In June 2023, RAWSPARK was tasked with ideating, developing and creating a launch campaign for OWNDAYS’ new product line, Clear Vision Lenses, a collection of fashionable but light, durable, flexible spectacle frames.\u00a0\u00a0<\/p>

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The Objective: Come up with a campaign that showcases the unique features of Clear Vision Lenses, and how they empower people with the freedom to see the world, the way they want and live life to the fullest.<\/p>

The Delivery: One 30-sec spot, Still Photographs, Product 3D Renders and Display ads, loaded out-of-home, in cinemas, and digitally, worldwide.<\/p>

We researched our audience to identify their lifestyles, characters and personas.\u00a0 We distilled this into a narrative, that aligned the brand\u2019s unique selling points, value and purpose with the personas, to showcase how Clear Vision contact lenses can support the audience\u2019s lifestyles.\u00a0 We casted Xuan, an ambassador who embodies the \u201cClear Vision Lifestyle\u201d.\u00a0<\/span>\u00a0We created a film that encapsulated what it meant to be free, to live life to the fullest with no regrets. We wrote a simple value-driven narrative, combined it with direct messaging, and crafted a simple story of Nicole, a young, care-free and jovial explorer, looking to venture free-ly and see the world through her own lens.\u00a0\u00a0<\/p>

The results?\u00a0 Well feast your eyes and tell us!<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE BRIEF<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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PROJECT DESCRIPTION<\/b>:\u00a0<\/b><\/p>

Production of Product Commercial Video, Creative Development, Video Production, Photography, Design, 3D Design & Animation, Casting, Art Direction, Original Music composition & sound design.
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<\/b>“If comfort was a lifestyle, how would it look and how do we bring to life on screen?”<\/i><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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I'M FREE TO BE ME\nTHE STORY BEHIND THE TAGLINE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In a world brimming with expectations and prescribed paths, the notion of personal freedom becomes both revolutionary and essential. The tagline “I’M FREE TO BE ME” emerged from a deep-rooted desire to break free from societal molds and champion individuality. This powerful statement is not just a tagline; it’s a declaration of independence for anyone who has ever felt confined by the labels and limitations imposed by the external world.\u00a0\u00a0This campaign was born out of countless conversations with individuals including artists, adventurers, explorers, dreamers, models, students, and more\u2014who shared a common sentiment: the struggle for self-acceptance, and . It became clear that what people craved was freedom to explore the world , gain new experiences and express their true selves without fear or apology.\u00a0\u00a0<\/span>“I’M FREE TO BE ME” serves as a rallying cry for authenticity, freedom, adventure and self-expression and is at the heart of the CLEAR VISION brand, that values the importance of empowering one to live freely, explore the world, express themselves, and enjoy life.\u00a0\u00a0<\/span><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE CONCEPT<\/gwmw><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To showcase the USPs of the product in a dynamic and vibrant fashion, we brought the concept to life by creating parallels between the unique features of product and the importance of living a life that is worry-free, energetic, and fully authentic. This comparison not only highlights the product’s benefits but also aligns them with the customer’s deepest desires for a liberating lifestyle.\u00a0 We launched a visually stunning concept that juxtaposes the comfortable, dynamic features of the product with vivid, real-life scenarios of a young Nicole, played by Xuan Ni, breaking free from routine to explore the unknown nature, and enjoy its existence.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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THE COMMERCIAL
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THE STILLS<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Two sets of stills were created: one that resembles the choreography to stay true to the campaign’s concept, and another that featured a trendy and stylish treatment to establish a contrast between the two photo sets.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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CLEAR VISION IN 3D<\/gwmw><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The product was so new, our clients didn’t have a 3D model of their product.\u00a0 So our 3D animator literally opened one fresh outta-da-box, and with his superman-gifted kryptonian auto-measuring eyes (god knows where this web copywriter got it from), and designed one to scale.\u00a0 A bit of light, shadows, reflections, glare and tender-loving care and TA-DAHHHHH, 3D!\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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CLEAR VISION 3D SEQUENCE A<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CLEAR VISION 3D SEQUENCE B<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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THE CAST<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We searched high and low for the perfect talent to bring to life, our narrative on to the big screen.\u00a0 Big eyes, big smiles, and even bigger, care-free, jovial personality.\u00a0\u00a0
Our search led us to Xuan Ong, a name familiar in local Singapore films like A Waking, Trade Secrets and Seven Days.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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MUSIC & SCORE<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Acoustic guitars, Bossa Nova drums, congas and grand piano, arranged and composed by our in-house music designers, recorded live, mixed in analog, produced into a lively Bossa-inspired tune that underscores the the lively nature of story and character.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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