Case Study: EVO ICL
Reframing Vision Correction Through Inclusive Segmentation
EVO ICL is a globally recognised vision correction solution and an implantable collamer lens that enables people to live without the need for glasses or contact lenses acting as a barrier in their daily lives. It is known for premium, high performance outcomes. However, recent campaigns such as those featuring Lucy Bronze have unintentionally reinforced the perception that EVO ICL is primarily for an elite, high income audience.
This project repositions the brand through inclusive customer segmentation, making EVO ICL feel accessible, relatable and desirable across broader lifestyle groups.
Hero Film: “What’s Your Superpower?
A central hero film titled “What’s your superpower?” unified the segmented storytelling approach by positioning clear vision as a source of confidence, freedom and self expression rather than a clinical outcome. It brought together the Fearless, the Dreamer and the Bold through distinct visuals and real life scenarios, framing vision correction as a personal superpower that empowers different lifestyles in different ways. This ensured consistency across all content while still allowing each audience to feel individually represented, with an aspirational yet grounded tone. The film was also showcased at a live event to amplify impact and create a shared, high attention storytelling moment.
A summary of a year-long partnership with the brand
This piece brings together the creative output and campaign work developed over this period. It reflects the creative direction I led and the assets I produced across multiple activations.