American Optometric Association
The Impossible Camera
PRWeek US Awards / Winner · Webby Awards / Winner · Sabre Innovation / Winner
D&AD / Shortlist · Jay Chiat Awards / Bronze · MM+M Awards / Silver
As ACD and lead copywriter from pitch to launch, that meant developing the concept, translating research into the creative system (lots of ocular biology rabbit holes and anatomy coloring books), presenting the exhibit to reporters and physicians, and crafting awards submissions. Not bad for a camera that doesn’t exist.
“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
I hear if you look closely at the slides in the bottom right, you can tell a copywriter designed them.
THE VISIONARIES:
Michael Levy, CD
Melina Lentrichia, AD
Julian Cuevas, Animator
Mateo Fino Guerrero, Animator
Domenic Delcarmine, Content Creator/Sr. Producer
Javiera Wuth, Sr. Copywriter
Matt Fetter, ACD
The incredible Edelman design team: Thiago Elias, Lauren Kimball, Anna Wingard, Sarah Miller, Matt Webb, Evan Dulavin
Edelman Colombia Studio
Partner agencies: Pink Sparrow, Struc, SBK
+ Many more who brought this project and case film to life