Eyewear, in a category where Lenskart is the default and usually sits a few shutters down the same floor. Frameskraft was the least-known of the four names, with the hardest product to make interesting: frames photograph flat, and every eyewear brand shoots the same white-background grid.
We shot the frames in the store and on people rather than on seamless white, which is where every eyewear catalogue already lives. Styling-led stills and a cut built around the act of trying something on, so the content sold a shopping experience rather than a product list.
Launch stills, a cinematic reel and a live Google Business Profile, delivered inside the same turnaround as the other three. A new eyewear name arrived with content that did not look borrowed from the category leader.
