Zeiss Smile Pro
The Myopic Loop
Wearing eyeglasses - Inconveniences - Surgery desire - Worries hold
This film is not just an ad. It’s a powerful storytelling piece born from a deep insight: The nearsightedness loop - where the desire to break free from myopia is hindered by tons of worries.
In partnership with ZEISS, me and the team at Dentsu Creative brings this emotional cycle to life, reflecting the silent struggles many face, and the hope that lies just beyond hesitation.
It’s time to step out of the loop. Watch the film, feel the story, and take the first step toward clearer vision and greater freedom.
Role: Art Director
Year: 2025
Client: Zeiss
Agency: Dentsu Creative
Account: Uyên Nguyễn, Trâm Nguyễn
Executive Creative Director: Nguyễn Hữu Thịnh
Copywriter: Vinh Đỗ, Hoàng Nguyễn, Quang Lê, Tiến Dé
Designer: Bảo Uyên, Sang Trương, Thụi Nghi
Director: Huy Anh
Production House: See Production
Social Campaign
Myopic surgery in Vietnam is a big hit among the younger generation, which has pushed eye surgery marketing into a more creative, lifestyle-driven space. Every social post was crafted with the same effort as a Key Visual—and honestly, I think my team nailed it!
As the film and campaign start rolling out, we find ourselves in a "suffering from success" moment—every hospital wants exclusive rights! Flattering? Absolutely. Possible? Not so much. So, we strike a deal to tailor the entire campaign to fit each hospital's branding. That means I have to craft an adaptable, tech-savvy, yet lifestyle-driven Art Direction that keeps the message cohesive across every platform, every hospital, and for every future patient.
