Crap Eyewear
2025
Turned product into a perspective shift.
A self-initiated piece created to demonstrate MFS's approach to brand storytelling. We studied Crap Eyewear's recent brand refresh: bold, typographic, punk-inspired visuals that bring controlled chaos to their identity, paired with a clean, conversion-focused website that leans into their DIY late-'70s roots, sustainable bioacetate materials, and community-driven ethos.
The opportunity we identified was video content that honored this refreshed visual identity while proving the product wasn't just a fashion accessory, it was a mood shifter. The challenge we set ourselves: what if sunglasses could change your mood from crappy to better, and how do we capture that in a way that feels authentic to the brand's rebellious spirit? The result is a kinetic, POV-driven campaign built on the idea that putting on Crap Eyewear doesn't just change how you see the world, it changes how you experience it.
Behind the scenes of the Crap Eyewear shoot.
We followed three characters — Lily, Marco, and Zoe — through moments of uncertainty and transition, each discovering that when things feel broken, sometimes all you need is a different lens. The campaign blends aspirational lifestyle imagery with raw, unpolished moments, moving seamlessly between cinematic shots and VHS-style footage to mirror how the brand itself sits at the intersection of premium quality and accessible cool. Multiple camera perspectives, distorted lenses, and first-person POV shots create an immersive experience that puts viewers inside the characters' frames, both the sunglasses they're wearing and the emotional shifts happening behind them, leaning all the way into the "Don't Worry, Be Crappy" ethos.
