STORY

Fielmann wanted to show how preventive eye care can fit seamlessly into everyday life — making it feel as natural as grabbing your morning juice.
So, we approached this 53-second animated film as a character-driven story, following our protagonist through her day as she moves confidently through the city, ending with a spontaneous self-care check-in.
Early in the process, we treated this spot almost like a live-action shoot: creating moodboards for wardrobe and color palette, making sure each character felt diverse and confident in their own skin. We wanted these characters to feel cool, confident, but never forced — natural above all.
We developed Fielmann’s new illustration style inspired by the beauty of European cities in spring. Working closely with the brand and the great team at Pocko, we built this graphic, refined aesthetic paired with a bright yet mature color palette. Following the brand’s heritage and reputation, we aimed for a look that feels chic, elegant, and timeless, something that could live with the brand for many years, both in-store and beyond.
A cinematic rhythm of match cuts and multi-camera editing ties everything together, creating smooth transitions through space and time — all wrapped in a slightly funky tune that adds an effortless groove.

IMPACT

The campaign marks the launch of Fielmann’s new illustration system — a fresh visual voice now present in their stores across Germany and Switzerland. From high-end storefronts to glossy magazines, the contrast between elegant spaces and playful illustrations creates something truly unique. A bright reminder that taking care of your eyes can be quick, simple and actually pretty stylish.