DIFFine You 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

Develop a campaign that celebrates individuality and confidence through the lens of DIFF Eyewear. To elevate DIFF Eyewear’s positioning from premium-accessible to aspirational-luxury, while retaining accessibility. This campaign aims to evolve DIFF’s aesthetic into a more premium, fashion-forward space—inspired by brands like Sporty & Rich, Same Los Angeles, and Varley—while celebrating individuality, confidence and the effortless sophistication of modern eyewear.

Subway Ads

Wild Postings

Develop a campaign that celebrates individuality and confidence through the lens of DIFF Eyewear. To elevate DIFF Eyewear’s positioning from premium-accessible to aspirational-luxury, while retaining accessibility. This campaign aims to evolve DIFF’s aesthetic into a more premium, fashion-forward space—inspired by brands like Sporty & Rich, Same Los Angeles, and Varley—while celebrating individuality, confidence and the effortless sophistication of modern eyewear.

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