DIFFine Your Look

Campaign SP/SU26

Brand repositioning campaign that moved DIFF from premium-accessible toward aspirational fashion, while keeping the brand commercially relevant and conversion-minded. DIFF was ready to evolve beyond a premium-accessible eyewear brand into a more aspirational, fashion-forward space. The opportunity was not just to create a strong seasonal campaign, but to shift perception—building a brand world that felt more elevated, emotionally resonant, and style-led. We worked in close collaboration with Little Bear Studios to create a top-of-funnel campaign that would increase awareness, drive desire and position DIFF as a style authority across paid media, social, OOH, and commerce.

Overview

Client:
DIFF Eyewear

Role:
Creative Director

Timeline:
Summer 2026

  • Develop a Top-of-Funnel brand campaign that elevates DIFF Eyewear’s brand perception into aspirational fashion territory.

    Drives emotional connection and desire through high-production creative.

    Positions DIFF as a style authority—not just an eyewear brand.

    Awareness & Reach

  • The eyewear category is crowded with brands competing on price, trend, or product specs. DIFF needed a more emotionally compelling point of view—one that could help women see eyewear not just as an accessory, but as part of how they express identity, confidence, and personal style.

    The challenge was to elevate brand perception without alienating DIFF’s existing customer base or losing the accessibility that made the brand successful in the first place.

  • Women do not buy eyewear only for function. They use it to shape how they want to be seen.

    That insight led to a simple strategic shift: position eyewear as a tool for self-expression rather than a purely product-led purchase.

  • National 360 campaign that covers..

    • Hero Creative

    • E-Comm landing pages

    • Social Content

    • Paid Media Cutdowns

    • Still for OOH & Digital Placements

Creative Process

  • 1. Sketching Out of Concept

    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • 2. Identify Personas

    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • 3. Define Persona

    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • 4. Persona Details

    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • 5. Storyboards

    Description goes here

  • 6. Design Ideation

    Description goes here

Campaign Deliverables

The idea was simple: personal style is never one-note. It shifts with mood, perspective, attitude and context. We built the campaign around distinct characters and personality-led storytelling to show how every frame can express a different side of YOU.

Meet the Personas…

  • 1. Zaria

    A modern icon in the making. Zaria’s rounded cat-eye shape and glossy black finish strike the perfect balance of edgy and elegant.

  • 2. Jordan

    Timeless for the 21st century! The Jordan is effortlessly cool, a sleek, cheeky upgrade on the classic aviator.

  • 3. Bella

    Ciao, Bella! These sunnies are insta-worthy, beach-worthy and YOU-worthy.

  • 4. Cameron

    Cool, classic and built to stand out. Cameron’s oversized geometric shape takes aviator energy to the next level. With bold lines and a modern edge, these sunnies are made for the trendsetters who don’t follow rules—they make them.

  • 5. Morgan

    A bold take on a timeless icon. Morgan redefines the classic aviator. Confident, contemporary and effortlessly cool, these shades bring the right amount of attitude.

  • 6. Jonas

    A modern twist on the aviator! These frames showcase a square aviator, in Rx.

On top of the commercial and social media cutdowns, we shot stills of each persona to use for out-of-home advertising, in-store placement, and other print collateral.

Wild Postings

Helped develop an immersive landing page, that let’s the customer dive deeper into each frames persona and they best identify with.

Interactive Landing Page

HERO COMMERCIAL

Results

+41%

Brand awareness lift

Women 22-40

$6.2M

Earned media value

Press, influencer amplification & UGC

+29%

DTC revenue lift

Campaign window vs. prior period