GAZE
A social media launch campaign for GAZE sunglasses built around a criminal justice aesthetic — interrogation rooms, police lineups, evidence bags, and surveillance feeds — positioning the brand as cold, editorial, and dangerously stylish.
Client:
GAZE
Year:
2025
Industry:
Fashion & Accessories
Duration:
1 week
Services:
Overview:
GAZE came to us with four sunglasses frames and a need to launch on social media. Rather than produce a traditional fashion campaign, we built an entire fictional world around a single idea — that looking this good should be a criminal offence. The campaign, titled Exhibit A, treats each frame as evidence in an open case file. The suspect: a woman so dangerously stylish that someone had to open an investigation.
Challenges:
The brief was to create a small social media launch campaign that felt larger than its budget. The challenge was building a cohesive campaign world entirely through AI-generated imagery — directing each scene, writing every prompt, and maintaining a consistent editorial standard across four completely different visual scenarios. Every image had to feel like a glossy magazine editorial while staying rooted in the raw, unretouched aesthetic the brand demanded. Skin had to feel real. Expressions had to feel caught not posed. The concept had to be immediately readable and scroll-stopping without any paid media support.
Conclusion:
We developed a four-part visual campaign — an interrogation room, a police lineup, an evidence bag, and a surveillance monitor grid — each featuring a different frame from the GAZE collection. Every scene was built using AI image generation directed entirely through the Alun Prompt Method, allowing precise creative control over lighting, skin texture, expression, styling, and set design. The campaign culminated in a surveillance grid hero image showing all four frames simultaneously on CCTV monitors, with the brand line GAZE — UNDER SURVEILLANCE burned into each screen. Copy, captions, brand manifesto, and Instagram content strategy were developed alongside the visuals to create a fully deployable social media launch package. The result is a campaign that punches far above its scale — cinematic, editorial, and entirely ownable.
