IF YOU DON'T HAVE A DESIGNER NAME, CREATE ONE.

The challenge. What do you do when you're a manufacturer of quality eyeglass frames in competition with well-known designer lines...and you don't have a designer name of your own? Filos, an Italian manufacturer of premium frames, found itself in just this situation, losing ground to better-known designer lines.

The solution. Borrow the name of a skilled Filos craftsman working in one of the company's plants in Italy to create a unique designer identity. Then build a mystique around the craftsman's highly regarded abilities.

Eight ads were produced in this award winning series.

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MATCH THE MODEL TO THE MESSAGE

Challenge. Prestige Optics was introducing an exquisite line of frames made of a revolutionary material that was strong, yet incredibly soft to the touch. They had taken a stunning photo of a young woman modeling the new frames. I needed a headline that both announced the product features and embodied the elegance of the model.

Solution. What properties were common both to the model and the material? The solution, when it came, proved that the best answers are often the most obvious.