The Hidden Eye Test

Healthy eyes need preventative wear, and corrected eyes need the newest stylish frames for their lenses. But the 20% of Australians out there with an undiagnosed eye condition? They need an eye test, eye scan, or professional eyecare.

So we made ads that reveal what people need most based on the state of their eyesight.

Case study:

Other highlights:

The illusions are too easy to see on a phone or laptop as they have been optimised for full-sized billboards. Unless you’re willing to put them up on a big TV or projector, you’re just going to have to believe me (or the Cannes, Andys and Clios juries that awarded them gold/s).

And for the craftspeople interested in how we did it…

“A powerful idea vividly brought to life through exceptional craftsmanship. We could all feel the passion of the creatives behind this outstanding work. The campaign also serves as a role model for using AI not as an end in itself, but to connect with humans.”

- Matthias Spaetgens, Cannes Lions Jury President