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Design Army launches The Silent Revolution, a 'bonkers' campaign for Georgetown Optician

Design Army along with director Dean Alexander have teamed up to create Georgetown Optician’s boldest, most eye-popping and crazy campaign to date: Eyes Say More Than Words.

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"Moving beyond the optically-obsessed family exploits of previous campaigns, we pushed the brand’s edgy wit to a whole new realm of wonderfully twisted and absurd," says Alexander.

The creative team conceived "the weirdest new world of silence" where eyes do the talking – and "quiet" is fiercely guarded.

Set in the quietest library on Earth, the film focuses on a brutal 'Quiet Guard', punishing patrons for the slightest sound: a turning page, a clicking heel on the library floor, a nose blown. But a plot to overthrow him – hatched only through knowing eyes (and super stylish frames, of course) – sparks The Silent Revolution.

"The world has become noisy with ineffective distractions and opinions," says Pum Lefebure, Design Army’s chief creative officer. "It’s time to silence the noise (a bit) and join the silent revolution to hear and think more before we put it out there. Speak Less. See More."

Person wearing Georgetown Optician glasses sits on a high platform in a library with circular tiers of bookshelves below, shot from below looking upward
Person wearing round glasses with reflected images inside the lenses, holding them up to their face against an ornate library background
Young person wearing glasses and headphones studies an open book at a library table, representing Georgetown Optician's Eyes Say More Than Words campaign
Two people stand facing each other in a grand library wearing Georgetown Optician frames, surrounded by tall bookshelves and ornate architecture
A man wearing glasses and a white shirt stands on a library railing with arms outstretched in a dramatic pose, surrounded by multi-storey bookshelves filled with volumes.
Person wearing patterned frames and yellow jumper holding a small white chihuahua against a minimalist background
Person performing a headstand while reading a book at a table in a grand library with multiple levels of bookshelves and ornate railings
Person wearing glasses and patterned shirt holds a red card reading "REVOLUTION" in a library setting for Georgetown Optician's Eyes Say More Than Words campaign
Man wearing black-framed glasses and red-striped cardigan in a library setting for Georgetown Optician's Eyes Say More Than Words campaign
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