Acuvue Contact Lenses' ‘Be Free, Be You’

By

SJ Golden
Friday, Oct. 22, 2021

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Directed by Marcos Mijan, the spots feature active, motivated young people in fast-paced visual stories. Rather than using stock music or a brand-driven track, the creative team wanted the music to sound like songs released by a recording artist, with the vibe of tracks young adults might have on their playlist.

“The upbeat campaign had done all the heavy lifting. The advertising consultancy, Mint MENA, and the team at Camouflage Productions had crafted a series of high-energy visuals colored with a pop-culture, stylized look that hold the attention of Acuvue’s target markets, delivering the brand’s message,” says Sutta. “Audiocastle’s role was to create songs with a musical aesthetic that draws youthful viewers into the spots.”

Audiocastle recently met the challenge of composing music for Acuvue Contact Lenses’ broadcast and integrated campaign, ‘Be Free, Be You.’ Composers Adam Robl and Shawn Sutta collaborated with songwriter/vocalist Gabriela Ferrer on the tracks for the spots, delivering instrumentals and lyrics with a contemporary commercial sound virtually overnight.  

At the 11th hour, the client decided that the music initially composed for the commercials fell short of their vision. Audiocastle was contacted on a Sunday and presented with the seemingly impossible task of coming up with a new concept, composing, and recording an artist-driven style of music that traditionally takes multiple sessions to create, with a 24-hour deadline.”

Credits

Brand: J&J Vision - Acuvue Contact Lenses
Campaign: ‘Be Free, Be You’
Titles: “Be Free Be You /Acuvue 1-Day Oasys,’ ‘Be Free Be You’/ ‘Acuvue Vita’
Lengths: two :60s, six :20s
Release Date: September 2021
Platforms: Integrated Campaign: Broadcast, Online Platforms

Advertising Consultancy: Mint MENA
CEO: Joseph Makhoul, Managing Director: Dolly Saidy, Sr. Production Consultant: Diana Jebally, Creative Director: Ali Mokdad

Production Company: Camouflage Productions
Executive Producer: Dania Salha Quaglio, Postproduction Producer: Khalid Jabal, Director: Marcos Mijan, Cinematographer/DP: Jose Luis Bernal

Music Company: Audiocastle - Miami | NYC | LA | Chicago | Nashville
Composers: Adam Robl, Shawn Sutta, Lyricist/Vocalist: Gabriela Ferrer

Recording Studio: Audiocastle
Editorial Company: Cold Cutz

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