The lens launch of the decade, Oasys MAX, needed a creative approach that matched the technological sophistication of the lens itself. Working within a short timeframe of 6 months, we positioned this luxury 1-Day lens as offering “MAX comfort. MAX clarity.” to keep up with today’s lifestyle demands on our eyes. The hook: Life Demands MAX. Our MAX ‘chaos to calm’ concept shows how the lens offers sharp, clear vision through its optimized pupil design, UV light filter, and tear stable technologies. We highlighted MAX’s superior technology through immersive 3D videos and animated key art, taking our lens users on a journey into the future of contact lenses. Launching both multifocal and sphere lenses at the same time, we created the Oasys MAX brand, global messaging and brand guidelines for the Acuvue brand portal, the immersive web experience, sales aids, digital ads, and trade assets to ensure that its entry to the market met expectations. It worked; demand has far exceeded supply since launch, and marketing results reinforce MAX’s perceived uniqueness over other established lenses in the playing field.