Background
ACUVUE needed to convert existing retail partner videos into consumer-facing ads to drive foot traffic and communicating a new offer by redesigning the intro/outro cards while keeping the original campaign's core visuals.
ACUVUE needed to repurpose existing promotional videos originally created for retail partners like LensCrafters® and Target® into consumer-facing advertisements. The objective was to drive retail foot traffic and communicate a new promotional offer by recreating the intro and outro cards while retaining the core visual assets of the original corporate campaign.
Challenge
Adapting corporate content for retail consumers meant hitting a ~15-second runtime, reformatting vertically-shot footage, and introducing a mandatory savings message that directly conflicted with the existing voiceover and risked confusing viewers.
The primary obstacle was adapting content designed for a specific client audience to resonate with everyday retail consumers. This required condensing the narrative to fit a strict time constraint of around 15 seconds. Furthermore, some of the original assets were shot vertically and had to be reformatted to fit a horizontal display. Additionally, a mandatory savings message needed to be incorporated into the visuals. This new promotional copy completely contrasted with the existing voiceover, which created a significant risk of cognitive overload and messaging confusion for the viewer.
Solution
I animated concise savings copy to slide into the top of the frame, staying visible long enough to register without competing with the voiceover. Extensive reediting unified the mixed-format footage into a horizontal layout, and new intro/outro cards tied the pieces together into a cohesive consumer campaign.
To resolve the contrasting messaging without creating competing narratives, I developed short and highly concise promotional copy. I animated this savings information to slide seamlessly into the top of the frame. By leaving the text on screen long enough at both ends of the video, viewers could easily digest the financial incentive without it clashing with the emotional, product-focused voiceover. I also executed extensive editing to adapt the mixed-format footage into a unified horizontal layout, designed supportive backgrounds, and precisely cut clips to hit the target 15-second runtime. The newly designed intro and outro cards further bookended the pieces, successfully transforming the existing assets into a cohesive, fast-paced consumer campaign.
