Open Eyes Lab Campaign
As part of a collaboration with Elisava, we developed a creative concept for PJ Lobster, an eyewear brand based in Barcelona. The campaign, Open Eyes Lab, imagined a fictional visual lab aimed at reconnecting people with the present moment — encouraging them to look beyond their screens and truly observe the world around them.
We coined the term Myopia of Wonder, a symbolic condition caused by digital overstimulation. As part of the narrative, we created playful, fictional wellness products like “Drops to Contemplate the Moment” and “Vitamins for Seeing, Not Just Looking.” These items served as metaphors, framing PJ Lobster’s message through the lens of visual health, awareness, and mindfulness.
The concept positioned the brand as more than just eyewear — as an advocate for conscious living and intentional seeing.
