Eye Buy Direct came to Digitas with the goal of enlivening their website content. They wanted to make it editorial and fashion forward, like you were reading a page out of the latest fashion magazine. This project contained hundreds of pairs of eyewear, and the clients wanted a unique description for each.

Many lenses looked similar, almost identical, and coming up with a distinctive spin for each pair was a challenge. I was excited to flex my fashion-writing muscles that I hadn’t used since college and I ended up writing over 100+ descriptions alone. Here are just a few.