Scarecrow Communication created an integrated campaign for FreshLook, a brand that sold coloured contact lenses. The campaign featured Bollywood actress Disha Patani and aimed to change the way people looked at eye care products.
The ad film was directed by award-winning filmmaker Harvey B-Brown, known for his work with global fashion brands like Moschino and Lagerfeld, as well as music videos for artists such as George Michael and Bryan Ferry. His strong visual style helped give the film a premium and fashionable appeal.
Scarecrow believed it was interesting to see how many categories were moving beyond pure functionality and entering a more desirable, lifestyle-driven space. The eye care category was also going through this change. FreshLook wanted to tap into this shift by presenting coloured contact lenses as a fashion and lifestyle choice, rather than just a medical product. Scarecrow was excited to be part of this transformation.
The agency’s clear intent was to position FreshLook as a fashion brand. The team explored a fresh style of storytelling, keeping the tone bold, stylish, and aspirational. This tonality shaped the structure of the film and helped the brand express its confident attitude. The choice of brand ambassador played a key role. At the time, Disha Patani was one of India’s biggest Instagram celebrities, making her a perfect fit for the brand’s youthful and glamorous image.
The main task was to create strong awareness for coloured contact lenses and make them mainstream. The campaign spoke to an audience that wanted attention and everyday fame. The creative idea was to position eyes as a powerful style statement, with FreshLook coloured lenses acting as a fashion ally in the daily fight against anonymity.