PINELLAS PARK, Fla.—Photochromic lens maker, Transitions Optical, is targeting a more stylish and tech savvy audience in their partnership with Rolling Stone magazine, part of a new initiative to help change perceptions of the brand with a new multi-channel marketing campaign, the company said. These efforts kick off today at SXSW, the Austin-based music, film and interactive festival to add to their existing public relations and social media consumer campaign, “See Life Through a New Lens.”

“Transitions is taking a more unique, disruptive approach to reach eyeglass wearers and shift existing perceptions of the brand, which is celebrating 25 years," said Patience Cook, director, North America marketing, Transitions Optical. "The product has come a long way since launching our first lenses in 1991. The “See Life Through a New Lens” campaign will raise awareness of how stylish and functional Transitions adaptive lenses are, along with the fact that we have product lines that fit every lifestyle."

The company, in partnering with Rolling Stone magazine, is sponsoring a series of editorial content in print as well as on RollingStone.com. The six-part digital and print series, “Dawn to Dusk” which launches on March 27, profiles established artists throughout their journeys from day to night. Each episode will feature a short video on RollingStone.com. Along with this, each profiled artist will have a full-page story feature in Rolling Stone magazine.

Additionally, the Transitions Optical team is set to be on location from March 13 to 17 for the SXSW festival. For many of the festival’s attendees, this will be their first up-close experience with Transitions adaptive lenses.

Rolling Stone Stage, a signature event series featuring custom programming at major music festivals, launches the March 17, 2015 program kick-off with a performance from one of the “Dawn to Dusk” artists at Rolling Stone Stage Austin. The event which promises high-energy performances in a laid back environment comes to an end on Aug.1, 2015 at the Rolling Stone Stage Chicago.

"The Austin festival is the central hub for technology and is the perfect venue to showcase how Transitions Optical plays in that world through its revolutionized adaptive lens technology. Attendees will see how fashionable, functional and innovative Transitions lenses truly are," said Cook.