THe AOA

The hottest tech launch of the year is the human eye…

With Gen Z and millennials skipping eye exams, the American Optometric Association launched "The Impossible Camera," a conceptual tech product that replicated the capabilities of the human eye. Marketed like a high-end device, it made people see their vision as the most advanced tech they own.

🏆 PRWeek US Awards / Winner 🏆 Webby Awards / Winner 🥈 D&AD / Shortlist 🥈 Clio Health / Shortlist 🥈 Jay Chiat Awards / Bronze

Judges praised the tech-focused campaign as “smart, memorable and beautifully brought to life,” tapping into consumers’ obsessions with technology, photos and filters in an “incredibly clever” way. “This was an innovative use of technology and consumer insights to drive a health conversation that piques curiosity — not instills fear,” one judge said.

CASE STUDY BELOW:

🏆 AOA’s “The Eye” campaign took home a Webby Award! With a sleek, futuristic interface, we combined 3D design, animation, video editing, VFX, audio, and UX/UI to create an immersive digital experience, inviting users to rethink the value of natural vision in a screen-first world.

Kike Hernández x AOA

Kike Hernández upgrades his game

After the launch of The Impossible Camera, the campaign returned with new creative and a partnership with MLB star Kiké Hernández, whose personal diagnosis with astigmatism became a powerful media story about the role of eye health in elite performance. The work extended the “eyes as technology” narrative into sports culture, pairing Hernández’s story with expert commentary and social content that helped spark national coverage and conversation around the importance of comprehensive, in-person eye exams

Agency: Edelman
CD Art: Michael Levy
ACD Copy: Erin Ayalp
Sr. Copywriter: Javiera Wuth
AD: Melina Lentrichia
Edelman design team: Thiago Elias, Lauren Kimball, Anna Wingard, Sarah Miller, Matt Webb
Edelman Colombia Studio
Partner agencies: Pink Sparrow, Struc, SBK