Specsavers / The not so beautiful filters
MY ROLE / CONCEPT / ART DIRECTION / UX + UI
I came up with the idea after spotting an insight: filters are almost always used to enhance how we see the world – so what if we flipped that? By showing how untreated eye conditions affect vision, we could use a familiar social tool to educate people about eye health in a way that felt immediate and personal.
The campaign reimagined the traditional filter, creating an interactive experience that simulated sight loss. As the first filter of its kind to be used for educational purposes, it generated significant buzz, user-generated content and widespread conversation about eye health.
The result was a measurable impact, driving a marked increase in eye test bookings and referrals while helping the public understand the importance of regular eye tests.
Behind the campaign
94% increase in online bookings.
1.7 million unique impression
Reaching all communities
Getting Ian Wright to share and use the filter was huge. We knew that people from Afro-Caribbean backgrounds are four times more likely to develop Glaucoma, so it was important to educate them about the need to get checked.
