Hailed to be the lens launch of the decade, Acuvue Oasys MAX, needed a launch that matched the technological sophistication of the advanced lens. 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 everyday lifestyle demands on our eyes. The hook: Life Demands MAX.

Our MAX ‘chaos to calm’ creative shows how the lens offers sharp, comfortable and moisturizing vision performance through its optimized pupil design and UV light filtering 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 the high industry expectations.