The Tens Effect
GSA / 2018
Concept for Tens, Branding
The Tens effect is the feeling you get from looking though Tens’ unique filtered lens. During this project, I work alongside their brand to see how I can best represent the feeling of joy experienced whilst wearing a pair of Tens sunglasses.
An advertising campaign centred around the theme of invisibility uses posters with a reflective ink that can only be seen with a camera flash, revealing each character’s pair of glasses. Using the element of surprise and replacing models with everyday people means bringing Tens closer to being a lifestyle brand.