National Eyewear Day
2022 – 2026 · Zyloware Eyewear
National Eyewear Day, observed annually on June 6th, represents one of my favorite moments in the optical industry's calendar, Zyloware registered the date and used it as an opportunity to generate real cultural conversation around eyewear. What began as a single-year campaign grew into a signature annual program, expanding in scope and ambition with each iteration.
The Challenge
Create a fresh, engaging campaign every year that feels new and exciting while remaining unmistakably Zyloware. Each year's campaign has to work as a cohesive unit across social media, the event website, event activations, and media outreach. Plus, the organization of a 4-hour event giving free eyewear to those in need in our community.
Responsiblities
As Creative Director, I own the full campaign from concept through execution each year. Responsibilities include initial concept development and creative direction, social media content design across platforms, dedicated landing page and web design, event planning and promotional materials, and media and partner outreach collateral. Each year's campaign was built, delivered, and refreshed entirely in-house under my direct creative leadership.
What Was Created
Five years of complete campaign suites — social content series, web page design, event graphics, promotional materials, and outreach assets — each developed around a distinct creative concept while maintaining brand consistency across all touchpoints. The campaigns grew progressively in scale and reach, with the 2025 and 2026 editions representing the most comprehensive executions to date.
Outcome
My favorite day of the year and a campaign that went from a single activation to a recurring moment, establishing National Eyewear Day as a consistent touchpoint in Zyloware's annual marketing calendar and demonstrating the kind of sustained creative ownership that defines the Creative Director role.
