ZEISS
ClearMind
ZEISS commissioned us to create the launch film for ClearMind, their first prescription lenses with NeurOptix technology. Grounded in science, the film reveals how visual blur increases cognitive load. Our challenge was to make the invisible connection between visual clarity and mental well-being visible.
Our solution was to craft a journey tracing information from the ever-increasing visual stimuli of the outside world through the eye’s visual system into the brain. This journey culminates in a hero moment where the technology cuts through the visual noise, introducing clarity, tranquillity and calm.
We visualised the pathway from eye to brain as an abstracted yet recognisable system. Information flows through optic pathways rendered in a unified visual language, with transparent textures revealing colour and neural energy as they travel through each layer. The result is a system that feels both scientifically grounded and emotionally resonant.
Through the lens, we introduced a flowing genome structure representing both the complexity of the world and the neural pathways that interpret information. In its blurred state, the genome pulses with chaotic energy and fragmented colour, mirroring cognitive overload. When viewed through ClearMind Lenses, it resolves into a focused, harmonious form, becoming the narrative thread that transforms visual noise into mental clarity.
Our R&D studies explore genome forms and finishes, testing how structure, transparency, and materiality express complexity with clarity. We explored ways of injecting colour and life through inner pulses, developing a surface that creates depth, refraction, and tactility.
