The sunglasses market today is extremely fragmented across supply, pricing, and distribution. People are increasingly turning away from opticians, opting instead for resale sites or large clothing retailers. They’re choosing disposable models or trendy look-alikes, swapping them out every season—or even multiple times a season. We’re losing the culture of iconic brands, lasting quality, and timeless style.

You can’t change perceptions with just a film—and you can’t suddenly become a credible fashion brand either. But as an optical brand, Krys did have deep expertise in frames. So TBWA\Paris chose to focus on what they know best: iconic, timeless models where its legitimacy is strongest. Once the collection was selected, they brought it to life by borrowing and updating the cinematic codes that originally made these styles iconic.