By thelaegotist / /
Following last year’s successful Biotrue® contact lens solution campaign,
Bausch + Lomb reunited with long-time digital agency partner Digital Pulp and creative partner Sweet Sadie to craft and produce a new series of “Biotruth Moments” — comically awkward moments that can occur when contact lenses tire before you do.
This year’s campaign focuses on the omnipresence of screens in our daily lives, from potential dating app mismatches, to harmless-but-disruptive screen obsession mishaps, to a fantasy football misfiring.
The campaign once again brought together an award-winning team of creatives, from concept through post, to deliver broadcast quality videos for digital channels; it included Sweet Sadie writer Jay Sandusky, and director Stephen Pearson, among others. The videos appear in pre-roll, on Hulu and social channels including YouTube, Facebook and Instagram.
An important facet to achieving authenticity in the spots was diversity; another was casting actors experienced in improv who could effortlessly weave in real world elements to the situations. The scripts were written to provide latitude in terms of developing small moments of relatable comedy. Originally concepted with one person in each situation, additional roles were added for improvisational punch, and brought to life by noted comedy director, Stephen Pearson.
In addition to Digital Pulp and Sweet Sadie, several other partner agencies have collaborated on the Biotrue consumer campaign throughout the years, including Maxus, IC Group, Helen & Gertrude and Brand Networks, who continue to support the brand today.
Client: Bausch + Lomb Biotrue® MPS (Multi-Purpose Solution)
Vice President, Marketing: Chris Marschall
Senior Brand Manager, Lens Care: Jenn Troast
Agency: Digital Pulp
Partner/Chief Creative Officer: Gene Lewis
Associate Creative Director: Katherine Vidal
Account Director: Amanda McCormick
Management Supervisor: Marissa Cinelli
Account Executive: Rachel Rottenberg
Creative Partner/Production: Sweet Sadie
CD/ EP: Rachel Lederman
EP: Xavier Melendez
CD/Writer: Jay Sandusky
Director: Stephen Pearson
DP: Noah David Smith
AD: TJ Sansone
Producer: Will Tatum
Production Designer: Ryan Cooper
Art Director: Mike Blain
Wardrobe: Heather Howard
Editor: Yvette Choy
VFX: Eddie Wiseman
Sound Design: Pomann Sound, Bob Pomann and Rich Cerbini
Colorist: Matthew Rosenblum