Crap Eyewear
Client Background
Crap Eyewear is a Los Angeles-based eyewear brand that refuses to take itself too seriously. Born from a belief that quality sunglasses shouldn't cost a fortune or require pretension, Crap creates bold, playful frames that celebrate individuality and self-expression. With a distinct aesthetic that blends vintage inspiration with contemporary irreverence, the brand has built a cult following among those who understand that the best accessory is confidence.
What The Client Wanted
Note: This was a self-initiated spec project created to demonstrate our approach to brand storytelling. We studied Crap Eyewear's recent brand refreshment—bold, typographic punk-inspired visuals bringing controlled chaos to their identity. Their website serves as a white canvas: clean, conversion-focused, and visually striking with a DIY aesthetic rooted in late '70s punk culture. The site emphasizes their sustainable bioacetate materials, carbon-neutral commitment, and community-driven approach through lookbooks, collaborations, and social proof. We identified an opportunity to create video content that honored this refreshed visual identity while proving their products weren't just fashion accessories—they were mood shifters. The challenge we set: what if sunglasses could change your mood from crappy to better? How could we capture the transformative power of putting on Crap Eyewear in a way that felt authentic, energetic, and true to their rebellious spirit?
What We Made Happen
We created a kinetic, POV-driven campaign that proves sunglasses aren't just about blocking the sun, they're about shifting your entire perspective. The concept explores how the simple act of putting on Crap Eyewear transforms not just how you see the world, but how you experience it. Through a mix of cinematic shots and raw VHS-style footage, we followed three characters – Lily, Marco, and Zoe – through moments of uncertainty and transition. Each discovers that when things feel broken, sometimes all you need is a different lens. The campaign blends aspirational lifestyle imagery with authentic, unpolished moments, capturing the brand's "Don't Worry, Be Crappy" ethos. The result is a visually dynamic story that moves seamlessly between high-quality cinematography and deliberately lo-fi aesthetics, mirroring how Crap Eyewear itself exists at the intersection of premium quality and accessible cool. Multiple camera perspectives, distorted lenses, and first-person POV shots create an immersive experience that literally puts viewers in the characters' frames – both the sunglasses they're wearing and their emotional states.
