LACELLE® ICONIC X Nancy Kwai

Shifting the perception of color contact lenses from a functional vision product to an emotional fashion accessory for the Gen Z market.

Client

Bausch + Lomb

Deliverables

Campaign Video Social Content Retail POSM

Role

Senior Art Director

Year

2025

Transforming a legacy contact lens brand into a Gen Z fashion statement.

THE LIBERAL EXPRESSER.

How do you turn a functional contact lens into a Gen Z fashion staple? You stop selling vision and start selling attitude. We transformed Bausch + Lomb’s legacy image into an emotional accessory for the "Liberal Expresser." By casting rising star Nancy Kwai (歸綽嶢), we didn't just show a product—we showcased a multifaceted generation.

THE LIBERAL EXPRESSER.

Instead of generic beauty shots, we engineered a Tri-Fold Visual Strategy. Every lens color unlocked a distinct vibe: Aurora Brown for the chic and authentic, Marsala Pink for the vibrant and social, and Merry Mocha for the gracefully mature. I directed Nancy's on-screen performance to perfectly embody these specific attitudes, proving that a lens isn't just worn—it's expressed.

A strong digital persona must survive the physical world. I oversaw the visual translation across Hong Kong's highly fragmented optical retail network. We built a rich library of social storytelling assets (IG Reels & Feeds) that positioned Lacelle as an essential part of a modern fashion lifestyle, creating a seamless loop from online inspiration to offline action.

Next Projects

Pi-Shampoo Campaign

Pitanium

Pi-Shampoo Campaign

Pitanium

Social Video Series

Ngong Ping 360

eMPF Platform Launch

MPFA