Miebo. Ohh Yeah.

 

THE ASK

Miebo entered a crowded dry eye market with a clear task:

  • Educate consumers about tear evaporation, a little-known cause of chronic dry eye.

  • Shift behaviors from over-the-counter drops to a prescription solution.

  • Break away from typical pharmaceutical advertising to grab attention and spark engagement.

We needed a campaign that would deliver science with emotional impact. It had to work across channels—from TV to digital to live events—while making Miebo unforgettable.

Concept Exploration

The creative process started with several bold directions. Each concept brought something unique to the table:

  • Protect Your Tears: A solution-focused narrative using vivid imagery to highlight the problem of tear evaporation. It featured a protective layer metaphor, but the tone leaned more traditional.

  • Mrs. Right: A whimsical approach, with a character who refuses to settle for outdated eye treatments. While charming, it lacked broad appeal.

  • Modern Eyes: A high-energy campaign showing how technology strains our eyes. Statuesque eyes replaced by healthy ones. It felt clever but slightly complex for quick consumer understanding​

Ultimately, "Ohh Yeah" won out.

  • It paired scientific clarity with emotional resonance.

  • It used a simple but catchy tagline that reinforced the product's benefit.

  • The rhythmic, memorable tone gave it longevity across media.

Concept Development

We made eyes the center of the story.

Close-ups showed the discomfort of dry eyes—gritty, strained, and dry. After using Miebo, everything changed. Colors became brighter. Light shifted from artificial to natural. The transformation was visual and emotional.

The "Ohh Yeah" tagline became more than a line—it set the rhythm for the entire campaign. It captured the emotional satisfaction of finding relief, making Miebo memorable and distinct.

Visual and Cinematic Approach

  • Bold Set and Color Design:
    The world of Miebo was designed to feel alive. Each set used vivid, eye-catching colors that reflected the shift from discomfort to relief. Circular elements were integrated throughout the scenes—mirroring the shape of eyes—creating visual continuity. The goal was to make every frame feel playful, energetic, and modern.

  • Camera Movements:
    We zoomed into the eyes to emphasize discomfort and zoomed out to show relief. This journey—from pain to freedom—anchored the narrative. Every frame followed this rhythm, creating a flow that felt seamless and engaging.

  • Synchronized Movement:
    Actor movements aligned with the soundtrack. From blinking to gestures, everything happened in sync with the beat, building a visual rhythm that carried the audience through the story.

Multi-Sensory Launch

We took Miebo to the streets with a bold activation:

  • Times Square Immersion:
    A multi-sensory dome allowed participants to experience dry eye symptoms firsthand. 3D billboards and animations surrounded the space, creating an unforgettable experience.

  • Celebrity Endorsement:
    Erin Andrews amplified the message, sharing her Miebo experience across media platforms, including Good Morning America. Her involvement added trust and extended the campaign’s reach.

The campaign spanned TV, social media, digital platforms, and in-office materials, ensuring every touchpoint reinforced the same story: lasting relief.

Results and Impact

  • High Engagement: Ipsos testing showed strong brand recall and emotional connection.

  • Behavior Change: More consumers planned to talk to their doctors about Miebo.

  • Buzz: The Times Square activation generated social media conversation and visibility

Miebo’s "Ohh Yeah" campaign redefined what pharmaceutical advertising could look like—bold, playful, and emotionally connected.

 

Featured Work