Gunsmoke has created the Varilux XR campaign, a film designed to highlight the brand's innovation and expertise to healthcare professionals, while appealing to a wider audience through an aspirational visual universe.

The creative approach combines technology and education, showcasing the prowess of Varilux's high-end progressive lenses. Through a premium and futuristic visual universe, the film illustrates how these optical advances tangibly improve consumers' comfort and quality of vision.

The artistic direction emphasizes elegance and precision, translating the scientific sophistication of the product into images and narration. The visual sequences, combining high-end aesthetics and technological demonstration, explain the benefits of progressive lenses in a simple way while reinforcing Varilux's image of innovation and excellence.

A film that combines inspiration, education, and modernity, designed to boost the confidence of professionals while enhancing the end-user experience.

• Artistic direction of the campaign
• Product naming & creation of the product and technology logo
• 1 3D hero movie, technology visuals, lifestyle photos, B2B key visuals & B2B prints