Mixed Reality Eyewear Launch Video
Evolution of Eyewear – Launching Laforge Optical’s Mixed Reality Platform
2016
Team
Karen X (Writer & Director), Corey Mack (Executive Producer & Product Manager), Glass & Marker (Production Company) Julian Chiesa (Story)
Outcome: $500K Pre-Orders & Investment; 6 Million views
Project Overview
This 90-second video, Evolution of Eyewear, launched Laforge Optical’s mixed reality platform, Shima. It takes viewers on an engaging journey through iconic eyewear styles, culminating in Shima as the future of eyewear. My collaboration with Karen X. Cheng combined technical precision and compelling storytelling, driving both visibility and revenue for the brand.
• Audience Reach: Over 6 million views on Facebook within the first month
• Conversion Metrics: $500K+ in pre-orders and follow-on investment, achieving an ROI of over 15x on the $30K project investment
• Conversion Metrics: $500K+ in pre-orders and follow-on investment, achieving an ROI of over 15x on the $30K project investment
My Role in Bridging Marketing with Product Development
This project demonstrates my ability to integrate marketing insights with technical development, creating a seamless collaboration that amplified both product and brand impact:
• Adapting Based on Audience Feedback: Working with Karen, I commissioned surveys to test viewer understanding of our storyboard. When feedback revealed opportunities to strengthen the storyline, we quickly pivoted, incorporating an idea from Julian, my intern at the time. By embracing insights across the team, we enhanced the narrative and adapted in real time, fostering a collaborative and agile approach.
• Coordinating with Engineering Under Tight Deadlines: I coordinated with Laforge's product team to create pre-production samples in time for the shoot. A miscommunication led to an initial setback when the samples were destroyed, but I used this experience to implement new communication standards that strengthened our team’s responsiveness to marketing needs.
• Precision Planning for Maximum Visual Impact: Organizing a practice shoot allowed us to fine-tune product presentation in lighting, styling, and camera angles, ensuring Shima eyewear was the focal point. Karen’s expertise in viral storytelling and my attention to technical and aesthetic details led to a smooth final production.
• Coordinating with Engineering Under Tight Deadlines: I coordinated with Laforge's product team to create pre-production samples in time for the shoot. A miscommunication led to an initial setback when the samples were destroyed, but I used this experience to implement new communication standards that strengthened our team’s responsiveness to marketing needs.
• Precision Planning for Maximum Visual Impact: Organizing a practice shoot allowed us to fine-tune product presentation in lighting, styling, and camera angles, ensuring Shima eyewear was the focal point. Karen’s expertise in viral storytelling and my attention to technical and aesthetic details led to a smooth final production.