Smith Optics – Frank & Marty

Smith sunglasses wanted to make a name in the fishing community and introduce the Chromapop - a line specially customized to use at sea. The client provided us with stats from a focus group survey that they made and it turned out that 8 out of 10 pro fishermen preferred smith chromapop over the leading competitors. So with with that in mind we asked ourselves, if 8 out of 10 like them, who are the other two?

We made a series of videos about "The two other guys". That was clearly amateur fishermen and how they did everything wrong when it came to fishing, clearly not wearing the smith glasses.
Client: Smith
Role: Art Director, concept and idea
Team: Johan Leborg, Rasmus Keger
Agency: Ming, NYC