The Gesture
We all know it.
We’ve all done it or experienced it.
The simple act of covering someone’s eyes is an intimate moment of trust, connection, and shared emotion.
It symbolizes closeness, care, and a bond that doesn’t rely on sight—but on feeling.
The Breakthrough
At first, I thought about the glasses themselves:
Floating lenses?
Anti-bias glasses?
Out-of-fashion glasses?
Shy glasses?
And then, I realized something: I had to stop thinking about glasses.
Instead, we focused on a gesture—one that transcends cultures, languages, and traditions.
The Campaign: #CloseYourEyes
For the first time ever, we convinced Marcolin to create a campaign without showing eyewear.
And for the first time, Marcolin wasn’t asking people to see—they were asking them to close their eyes.
Because while seeing helps us navigate the world,
some things are felt, not seen.
Where do you think you're going?
Go back.
A Brief Beyond Sight
For Christmas, Marcolin—one of the most renowned eyewear brands—wanted a video that showcased a world that doesn’t exist yet.
A world built on:
✔ Equity
✔ Authentic relationships
✔ Commitment, care, innovation, and progress
✔ Family and human connection