It’s a challenge to create advertising that someone will pay attention to. But, to witness viewers at an airport stop and spend minutes staring at it, even speaking with complete strangers about the work was an amazing sight to see. Despite its simplicity, it’s one of my more favorite projects.

Lions Eye Institute is an eye bank and blindness research center that restores eyesight to those visually impaired. For this out of home ad at the Tampa International Airport, I wanted travelers to think about their own eyesight. By using a 3D stereogram made popular in the 90s, viewers felt the frustration of not being able to see the hidden image and then the relief and pleasure when they were able to finally see it.  I concepted, wrote the copy and worked with a 3D stereogram specialist to create the art.

2020 AAF Silver Angel Award, 2020 Excellence Communicator Award, 2020 Gold Hermes Award.

Copy:

What Can You See?

Reveal the hidden image by relaxing the focus of your eyes and trying to look through the image. Isn’t it magical to see something that wasn’t there before? Now imagine how it must feel for someone with a visual impairment whose sight has been restored. That magic is what we call science.

Learn more about the science of sight at LionsEyeInstitute.org