Design
Army’s latest work for Georgetown Optician proves that the art of seduction
begins with design…
In 2015, Pum Lefebure joined ADFEST to
oversee the Design and Print Craft categories as Jury President. Lefebure is
Co-Founder and Chief Creative Officer of Design Army in Washington DC. She’s
also one of the world’s most distinctive designers famous for her bold colours,
flawless choreography and ultra-styled art direction.
At ADFEST 2017, Lefebure returned to her
native Thailand to present a talk called, ‘The Art of Seduction’. She believes
design sits at the core of the seduction process: “I think that everything
begins with design,” she said.
If you need proof, Design Army’s latest
campaign for Georgetown Optician epitomises this belief. This eye-popping
campaign, “Eyes Say More Than Words”, is colourful, impeccably choreographed
and beautifully silly. Every detail, every scene has been flawlessly
thought-through and designed.
“Eyes Say More Than Words” is set in the
quietest library on earth. It’s a temple of hush, patrolled by a tyrannical
guard who is listening out for the slightest sounds. Ultimately, the guard is
outed in a ‘silent revolution’ hatched by the library’s glasses-wearing
patrons.
Directed by Dean Alexander, the campaign is
highly styled in the best possible ways. It’s colourful, elegant, sumptuous,
and it’s more than a commercial – it calls on everyone to join ‘The Silent
Revolution’.
AsDesign Army explains: “The world has become noisy with ineffective distractions and opinions. It’s time to silence the noise (a bit) and join the silent revolution to hear and think more before we put it out there. Speak Less. See More."
It’s interesting that Design Army – which
originated as a graphic design studio – is now working more and more in film.
Design Army also created the logo for ADFEST 2016, inspired by the theme for
the event: ‘Creative Intelligence’.
Congratulations to the team at Design Army
for another eye-popping campaign!
Watch ‘Eyes Say More than Words’ here
· If you’d like to join the program at ADFEST 2020, submit your speaker proposals online here.
