VISTA GLASSES

VISTA was launching on Kickstarter with lenses that do not just darken: they shift colour. The product was solved; the campaign did not exist. And in crowdfunding there is no shop and no window: if that single page fails to explain the product, there is no sale.

We made the visible side. Concept, art direction, the shoot and the ninety-four pieces that make it up.

On a Kickstarter campaign the film is the cover. Shot in Barcelona, in the studio and in the workshop: the product, the context, and proof that someone is actually making it.

A lens that shifts colour cannot be sold in a paragraph. Hence the device that runs through the whole campaign: an indoor-to-outdoor bar over the image itself, and the lens turning in front of you.

We built the campaign around one idea: old-money aesthetics, classic and understated, with the product's technical innovation inside. Two worlds that rarely go together, and that was the challenge: the classic asks for silence, the technical asks to be explained.

It was solved by splitting the work. The photography does not sell the technology: it shows people wearing the glasses, in real places, and lets the technical side be told separately in the campaign pieces. That way neither gets in the other's way. And the tone, restrained as it is, was pushed towards commercial language: Kickstarter buyers decide fast and need to grasp what they are getting at a glance.

In crowdfunding you pay up front for a product that does not exist yet, so the technical promise is exactly what nobody believes. So we filmed it: a UV lamp, the lens on top, and the camera held still while the glass tints on its own. No cut.

A campaign does not fund itself: you have to keep people arriving for sixty days. The work is not exporting one piece at four sizes, it is recomposing it: the product spin that holds in landscape falls apart in vertical.