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Get in touch via the contact form, drop us an email or just give us a call on +44 0203 576 3144.
Be seen, be Projected.
Projected was commissioned to create and deliver a Christmas advertising campaign for Vision Direct, with the challenge of bringing warmth, personality and emotional connection to an otherwise functional, digitally led eyewear brand.
Written and produced by Sam Orams and directed by Russel Owen, the campaign set out to prove that even the most utilitarian offerings can become memorable and culturally resonant through the right creative approach.
Rather than focusing on product features, pricing or logistics, our creative strategy centred on character-led storytelling. The result was Gizmo, a short-sighted pug created as an emotional anchor for the campaign.
Gizmo became a tool for injecting humour, charm and relatability, transforming Vision Direct from a sterile online service into a brand with heart. Through a light-touch narrative and gentle comedy, the campaign created a strong emotional hook that resonated with audiences during the Christmas period.
Production took place in late summer on location in Tooting, South London, far from the snowy conditions traditionally associated with Christmas advertising. With no snow to work with, Projected engineered the entire festive environment.
Every flake of snow was imported and fabricated, allowing the team to transform a damp green lawn into a crisp, wintery landscape complete with a frozen pond. This hands-on, inventive approach allowed the campaign to achieve high production value without relying on unrealistic conditions or inflated budgets.
Projected delivered the campaign from concept to completion, providing:
Our ability to balance creativity with practical problem-solving ensured the campaign was delivered efficiently, on schedule and within budget.
The campaign quickly gained traction online, going viral and delivering advertising value many times greater than the original media spend. More importantly, Gizmo struck a chord with audiences, becoming a recognisable and much-loved brand character.
Following the campaign's success, Gizmo returned as the face of Vision Direct's Christmas advertising for three consecutive years, demonstrating the power of humour-led storytelling to build long-term brand equity.
This project exemplifies Projected's ability to:
For brands looking to stand out in crowded markets, Projected brings creative flair, narrative intelligence and production craft, turning everyday services into memorable brand experiences.
We create humour-led brand storytelling that brings warmth, personality and emotional connection to functional or product-driven brands.
We develop original creative concepts and scripts that translate brand objectives into engaging, narrative-driven advertising campaigns.
We design and develop memorable brand characters that act as emotional anchors, increasing audience connection and long-term brand recall.
We deliver film production services for advertising campaigns, managing shoots from pre-production through to final delivery.
We produce seasonal and Christmas advertising campaigns, crafting emotionally resonant content designed to perform during peak cultural moments.
We provide set design and environmental transformation services, creating high-impact visual worlds regardless of location or seasonal limitations.
We deliver high-production-value advertising efficiently, achieving premium creative outcomes while maintaining tight budget control.
We manage complete campaign workflows, overseeing creative development, production, post-production and delivery within agreed timelines.
We produce creative content designed to generate organic reach and viral impact, maximising advertising value beyond paid media spend.
We create brand assets and characters that support long-term campaign use, enabling consistent storytelling across multiple years and activations.
Get in touch via the contact form, drop us an email or just give us a call on +44 0203 576 3144.
Be seen, be Projected.