Norda Optic

Project

The Norda Optic shop for the Vale 01 frame: a rectangular frame with soft corners in translucent acetate, in three colours, Graphite, Haze and Ice, at $240. The page scrolls like a film: a woman puts the frame on, the camera moves to the silver hinge, then the shop opens.

Task

Glasses cannot be tried on through a screen: the buyer cannot see how the frame will sit on their own face.

When frames lie in a grid of identical cards on white, the choice comes down to comparing prices.

Solution

The first thing shown is a person wearing the frame, not the frame on white, because buyers first look at how glasses sit on a face. The frame is shown on people of different ages, because everyone looks for someone like themselves.

Then the camera moves to the silver pin and the hinge, because the material and the build matter in a frame. Right after that the shop opens with the same three colours: Graphite, Haze, Ice.

What was hard

One frame had to look the same on different people and in three colours. If the shape drifted, the buyer would think these were different models.

Clear acetate is easy to lose against dark hair and a dark background. A wide video had to work on a desktop screen and in a narrow phone window.

How we solved it

One frame shape for everyone, only the material colour changes. All three people are shown on one light background in one light, so the colours compare fairly.

The Ice frame got a crisp silver rim and a cold edge highlight, so its outline stays visible even on dark hair. On a phone the video is shown whole at the screen width, without cropping or stretching.