OPSM: Style Is Why

Proving eyewear doesn’t hide us from the world and instead reveals our unique inner style, OPSM has launched a new brand campaign that reflects the distinctive style of regular everyday people.

Created by Marcel Sydney, the campaign spotlights Australians who have an innate sense of style and self. These images are married to the voice over of philosopher, author and social activist, Dr Cornel West, whose personal discourse on style adds a spirited tempo to the campaign.

The commercial, directed by The Pool Collective's Simon Harsent, signals an emphasis on OPSM’s eyewear to match the Australian eyecare and eyewear brand’s already trusted optometry credentials.

Scott Huebscher, Executive Creative Director of Marcel Sydney, says: “The way Simon brilliantly captures people in his portraiture made him an obvious choice to direct this ad. And Dr. Cornel West's thoughts on style was the perfect way to complement the pictures."

OPSM Vice President of Marketing, Jee Moon, says: “Style is not just something that is found in the extraordinary and unreal settings of runways or magazines; style is found in the very real people we encounter everyday. So in sharing these stories, we hope to reveal something interesting and unique about our brand.”

The campaign runs nationally on broadcast, online and across social.