By CLICK Staff
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What started out as a small storefront on the Upper East Side of Manhattan has now evolved into an international, exclusive eyewear company, and this month,
Morgenthal Frederics debuted a major redesign of its website and the launch of its newest ad campaign. With the help of NYC‐based creative agency Orphan, Morgenthal Frederics created a full rebranding with completely new creative, images, navigation and additional products. The campaign, presented as both a short film and still images, stars actor Norman Reedus, best known for his role as Darrel Dixon in AMC’s hit television series The Walking Dead, and is shot by photographer Beau Grealy. The film depicts a New York love story, catching glimpses of Norman in and around the city’s landmarks, while showcasing some of Morgenthal Frederics’ most unique frames. The campaign links to social media outlets (Twitter, Facebook, Pinterest), which will also showcase behind‐the‐scenes footage, inspiration boards and new product arrivals. Explained Morgenthal Frederics designer Jeff Press, “We wanted to capture and share the cinematic qualities of the Manhattan lifestyle which are synonymous with the timeless appeal of Morgenthal Frederics.” Shot in black and white, the images move from past to present, highlighting the elegant and sophisticated roots of the brand. The images (eight total) and short film will be released consecutively over the next few months via digital media. Morgenthal Frederics is part of the Luxury Optical Holdings Group.
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