"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."