Hoya
What we did
Film/ Edit / Photography / Retouch
Hoya Sensity Colours
Adaptive lenses, bold style.
Fashion meets function in HOYA’s Sensity Colours – light-adaptive lenses designed for people who want their eyewear to match their lifestyle and their look. These aren’t your standard transition lenses. With six fashionable tints and seamless adaptation to changing light, Sensity Colours give wearers comfort, confidence, and flair — wherever they go.
The Brief
Create a sharp, stylish one-minute film that shows how Sensity Colours shift with the light. And do it while capturing eight visual assets – all in one shoot day. From creative concept to shoot styling, every detail had to work across six colour worlds with smooth transitions and perfect consistency.
The output
- A 60-second brand film showcasing all six colours and USPs
- Six unique key visuals, each expressing the tone and energy of a single colour
- Two configurator visuals, made to support product exploration online
The creative vision
Director and photographer Ines van Steenkiste-Muylle brought a refined, artistic lens to the campaign.
“I had the chance to explore what life feels like when seen through coloured lenses. I researched the meaning behind each tint, starting with peaceful, calming tones and gradually building up to vibrant, energizing hues. This work was deeply inspired by two of my favourite artists – Olafur Eliasson and James Turrell – who both use light and gravity as central elements in their work.”
Together with DoP Daan Huttinga and a brilliant crew, we crafted a visual story where each colour lives and breathes its own mood – supported by smart styling, atmospheric lighting, and bold design.
Because good vision should stand out.
