The Hidden Eye Test

1001 Optometry wanted to make people engage with their own eye health in a direct and personal way. Inspired by the idea of hidden messages, the team worked with VML and AI artist Prospex Park to create an interactive campaign that would make people “see” the need for an eye test—literally. The vision was to deliver a wake-up call in a creative, engaging and visually striking manner that could also double as a diagnostic tool.

"The Hidden Eye Test" campaign is a world-first outdoor advertising initiative that uses advanced AI to create messages that can only be seen by those with certain vision issues. By carefully crafting compositions, colors, contrasts and other design elements, the campaign allowed individuals to detect potential eye health problems based on what they could, or couldn’t, see. If someone spotted phrases like "eye test" or "eyecare," it signaled impaired vision and the need for a professional diagnosis. The campaign was distributed across billboards, social media and retail channels, targeting different eye conditions like near-sightedness, far-sightedness, cataracts, and even early warnings for diabetes.

The project involved a year of research and development with Prospex Park, who used a combination of AI tools alongside traditional Photoshop techniques to create the striking visual effects. The result was a seamless blend of cutting-edge AI and high-fashion.