SPECSAVERS / Immersive packaging

MY ROLE / CONCEPT / ART DIRECTION [Prototype]

The Specsavers ReWear range, made from recycled plastics, required a launch approach that aligned with its eco-friendly credentials. Traditionally, new product launches involve sending substantial packaging and printed materials to stores and influencers, but this contradicted the sustainable message.

A PROTOTYPE FOR THE FUTURE

The solution was to create an immersive, virtual packaging experience – reducing physical materials while still educating and engaging staff and influencers. The packaging itself became the storytelling trigger: a simple, minimal box that, when scanned, unlocked an interactive experience inspired by nature, reflecting the campaign’s theme.

Working with Anything World, basic prototypes were developed to demonstrate how the experience could function, offering a more sustainable and engaging way to launch future products. The concept not only reduced packaging waste but also created a compelling PR story that aligned perfectly with the ReWear range’s eco-friendly positioning.

The story behind the idea

A pair of black eyeglasses resting on a bed of green moss and small purple flowers.
A pair of eyeglasses floating on water among white and beige stones with a green leaf on the rocks.
A pair of gray sunglasses resting on green moss with a small snail nearby.
Low poly digital illustration of a stylized tree with three green, polygonal foliage and a brown trunk, with small grass patches around the base.

WE FOUND A WAY TO…

To reduce packaging waste and create a 

compelling PR story

Paper craft model of a forest scene with green polygonal trees, rocks, and small bushes.
Cartoon-style landscape of a pond surrounded by trees, rocks, and clouds in the sky.
Low-poly illustration of a yellow bird with black wings flying in front of a light blue background with white clouds.

Adaptable prototype

Working with Anything World, we built basic prototypes to show how the experience could work.