JV

Concept / Creative Direction / Art Direction / UI & UX Design

2017

In 2017, Fred Hollows Foundation in collaboration with some of the most important eye health advocacies of the world asked us to come up with interesting ways to raise awareness of avoidable blindness. Instead of executing just another traditional PSA-style ad campaign, we knew we wanted to try something different, something that could spark conversations and hopefully give inspiration to people. It ended up being a worlds-first, garnering 5M+ views on social video content.

Challenge: A new approach

We had been working with the SeeNow campaign for a while and in 2017, SeeNow in collaboration with some of the other most important eye health advocacies of the world asked us to come up with interesting ways to raise awareness of avoidable blindness in the lead-up to World Sight Day. Instead of executing just another traditional PSA-style ad campaign, we knew we wanted to try something different, something that could spark conversations and hopefully give inspiration to people.

Opportunity: A World's First

We’re strong believers in the power of art and street art as forces for social good, and after stumbling upon John Bramblitt’s work online, we immediately knew we wanted to work with him. Purpose being a NYC-based agency, we’re surrounded by some of the most amazing street art and street artists in the world, and we had this ambitious idea of pairing John up with one of NYC’s best street artists, and doing whatever we can to help them make the world’s first street art collaboration with a blind artist a reality. We approached John with the idea, and even though he has never done anything on the streets or anything with these kind of proportions before (I don’t think any blind artist ever has), he was immediately game.
For the collaboration to work, we knew we needed to make sure not only the artists’ chemistry works well together, but also that the artists’ styles are distinct enough so that they complement each other instead of competing with each other. I had lived in Bushwick and had seen Rubin’s amazing work and fallen in love with his geometric shapes and subdued color palette. We felt like he would be a perfect partner for the collaboration, and we were happy to see that all parties were really excited to work together. There was such an energy in our very first phone call together, we were all super amped to try our best to make this project into a reality.
It was a real challenge though with lots of ups and downs, and none of us really knew for sure if if was going to work or not. That’s why I feel very lucky to see John & Rubin pull this off in such a spectacular way, and see them make into reality something that has never been done before. It was an incredibly inspiring process to see, and we hope the project will inspire others as well.

Social cut & full cut

Short, social cuts of our video where shared by widely followed pages such as StreetArtGlobe, Upworthy and Global CItizen, and garnered a total view of over 5 million. The full cut was released in select channels.

UX & UI Design

All the content lead to a World Sight Day action hub, where users were able to sign a pledge and take other relevant actions to urge their leaders to increase funding for eye health. The website had bespoke eye health related animation and microinteractions.

<style>

.video-container { margin: 0 auto 0 !important; max-width: 70% !important; }

.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; box-shadow: 0 10px 40px 0 rgba(0,0,0,0.15);}

.embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }</style>

<div class='video-container'><div class='embed-container'><iframe src='https://player.vimeo.com/video/331572346?autoplay=1&loop=1&autopause=0&background=1&quality=1080p' frameborder='0'></iframe></div></div>

The Outcome

5 million total World Sight Day video views (Twitter, YouTube, Instagram, Facebook), Featured in relevant, major online publications such as Global Citizen. In addition, the project was a finalist in Shorty Social Good Awards, and an Honoree in Fast Company's World Changing Ideas 2019.

See Now is proud to have turned our success with online metrics and media wins into an increase in Government funding. By moving 80,000 people to take action and support the advocacy work of Fred Hollows Foundation & Prevent Blindness, we saw an increase of $40million for eye health initiatives in the U.S.

Fast Company's World Changing Ideas 2019, Honoree in Advertising