New Ray-Ban Envision campaign for prescription eyewear

A new visual joins those previously taken by Mark Seliger and will be the protagonist in September and October

Luxottica Group presents the new Ray-Ban Envision communication campaign dedicated to prescription eyewear.


Ray-Ban Envision celebrates the Never Hide spirit: the courage to be yourself and express your thoughts and personality without reservation. It has been doing this since 1937 and has never forgotten the eternal values that are part of the brand's DNA: a revolutionary spirit, coolness, quality and functionality.
Ray-Ban Envision pays homage to the great willpower of people who never give up being themselves. Social, expressive, pioneering, innovative, revolutionary: these are the characteristics of dreamers who can see the world from a different perspective and pursue their aims with determination and constancy.


Shot last November by photographer Mark Seliger (this will be the second time he has collaborated with Ray-Ban) with the extraordinary participation of costume designer Colleen Atwood, the new campaign launched March 2013 is set in California, where the landscapes provide the backdrop for six personalities who put grit and passion into realizing their dreams in the real world, a world where actions are more important than words.


"Working with Erik Vervroegen again was fantastic! This project was a mine of brilliant ideas: bulls, rock stars and earthquakes are the right ingredients for an epic communication campaign. Obviously, without forgetting the Ray-Ban story", Mark Seliger said.


"It was extraordinary working on the shoot with the creative team from Paris and seeing Mark Seliger's ingenuity at work. It was like filming a short movie!" continued costume designer Colleen Atwood. For the first time the long story about the quality of Ray-Ban lenses and frames is told in Highly Resistant, the Ray-Ban Envision communication campaign that reveals their multiple aspects.


This new visual completes the other 6 subjects and is dedicated to people who are not afraid to express themselves and what they think, who like going against the flow in the pursuit of their ideals at any cost. For all these people, Ray-Ban has designed frames with advanced materials, like the new model in the Ray-Ban LiteForce collection: RX7018 – a model designed to resist damage and allow intrepid and heroic everyday adventures. to resist damage and to allow intrepid and heroic everyday adventures.