YEAR
2022-2024
MY ROLE
Art Direction,
Web Design,
Motion Design,
Campaign Strategy
STUDIO
Helen + Gertrude
Collaborators
Art Direction, Design - Noah Kay
Video Director/Editor - Jason oh
Photographer - Amy Moore
Cinematographer - Luigi Comba
Copywriter - Ashley Torres, Matt Kirsch. Jill Duff
Problem
AmeriCOM is a nationwide initiative to build the future precision optics manufacturing base and strengthen the talent pipeline of optics technicians. Optics is a hugely important facet of almost every piece of technology today, from satellites to VR headsets, however most people assume it's just making lenses for glasses. Between that misconception and the belief that it's very hard to break into, the optics industry could face a severe shortage of a very important specialist in the future.
Solution
I developed a kenetic, bright new brand visual identity pulling from optics chart representations, waves, and light to frame our new campaign around revitalizing this industry we titled "The Future is Optics. We developed strategy around education, opportunity, and excitement to appeal to people of all ages that Optics could be a wonderful career for someone either younger and looking for guidance or older and looking for a change. Our endlessly talented production team shot videos and photography of real people going through optics programs to shatter myths surrounding the optics industry. A website was also built to offer a central hub for optics information and easy access to schools that are carrying optics programs, which we've seen excellent sign-up rates to.
