American Optometric Association
The Impossible Camera
PRWeek US Awards / Winner · Webby Awards / Winner · D&AD / Shortlist · Jay Chiat Awards / Bronze · MM+M Awards / Silver
As ACD and lead copywriter on this project, I led concept development and execution from initial pitch through launch, built the underlying research framework translating ocular biology into the creative system, presented the exhibit to reporters and physicians at multiple events, and supported awards case submissions post-launch.
“Judges praised the tech-focused campaign as “smart, memorable and beautifully brought to life,” tapping into consumers’ obsessions with technology, photos and filters in an “incredibly clever” way.
“This was an innovative use of technology and consumer insights to drive a health conversation that piques curiosity — not instills fear,” one judge said.”
— PRWeek US Awards 2026: Best In Healthcare
The system was built from extensive research into ocular biology and physiology, translating clinical and scientific information into a structured creative framework that informed every execution.
Agency: Edelman
CD Art: Michael Levy
ACD Art: Matt Fetter
Sr. Copywriter: Javiera Wuth
AD: Melina Lentrichia
Edelman design team: Thiago Elias, Lauren Kimball, Anna Wingard, Sarah Miller, Matt Webb
Edelman Colombia Studio
Partner agencies: Pink Sparrow, Struc, SBK