CreativityGeorgetown Optician’s Eyewear-Crazed Family Is Back in Another Gorgeously Designed AdAnd it's even more bizarre than the originalBy Tim Nudd|November 16, 2016ShareBy Tim Nudd|November 16, 2016Share You remember the Voorthuis family, the optically obsessed owners of eyewear retailer Georgetown Optician. They were the quirky stars of agency Design Army's beautifully weird (and "true-ish") commercial last year called "Our Family Knows Glasses"—one of our favorite spots of 2015. Well, the Voorthuis, whose style can be described as Wes Anderson meets the Addams Family, return today in a sequel from the Washington, D.C., agency. The new spot, "The Eye Ball," continues their story, and enriches it, by introducing Grandma Ida, the matriarch from whom the family's eyewear fixations evidently sprung. Ida has invited her descendants to the titular "Eye Ball" at her Gothic mansion. But things get complicated fast when the family meets Ida's butler, the exceedingly unnerving Igor (pronounced EYE-gore, naturally). Thus ensues, according to the agency, "a wild tale involving a short-sighted optical instruments heiress, villainous butler, purloined heirlooms and a cast of 50 hunting hounds." Check out the spot here: While the Voorthuis world is undoubtedly indebted to some high-design source material, it has a uniqueness and charm all its own. It's so fully realized, with the art direction, pacing, writing and brilliant visual details combining for an enjoyable, off-kilter viewing experience. After the success of the earlier spot, which was recognized across the industry, it's no wonder Design Army went back to these characters. "The 'Our Family Knows Glasses' brand campaign was a great success and generated a lot of buzz and traffic for Georgetown Optician, so we decided that it was worth extending for another season. But how to make it better was the challenge," Design Army chief creative officer Pum Lefebure tells AdFreak. "The new film takes a deeper look at family 'issues' and delves into the family's eyewear obsession from their matriarch, Grandma Ida, who is more kooky than the rest of the family when it comes to fashionable frames. Of course, every great film needs a deeper subplot, so we introduced an outsider, Igor the butler, who has a very interesting relationship with Grandma Ida and stirs concerns amongst the family." The details are what really take the piece to the next level, Lefebure adds. "We carefully crafted every scene to make it even more bizarre than the first [spot]," she says. "For example: Grandma Ida's only source of food are carrots; the cucumber lenses on her glasses when she is taking a bubble bath—with bubbles blown from her butler; Irene's sleeping mask—eyes closed and open; Ivan's horse jumping over a giant topiary of frames; Iris' insanely wonky doghouse that has a collection of objects from the first film. You might not notice all these details at first, but when you watch it again and again—which I hope you do—you start to discover the hidden gems. Design is not in the details. Design is the details." Not coincidentally, the spot also shows a ton of product. The spot is "the perfect combination of great copywriting, beautiful art direction and unexplainable weird visuals—all while showcasing 60-plus glasses," says Lefebure. "It's product placement on steroids!" Check out the print work below. CREDITS —Creative Agency: Design Army Chief Creative Officer & Creative Director: Pum Lefebure CEO: Jake Lefebure Senior Designer: Lillian Ling Social Media: Alice Hough Behind the Scenes Photographer: Diego Jimenez Production Coordinator: Olivia Prinzi Production Hand: Ryan Haskins Copywriter: Mark Welsh —Video Director & Cinematographer: Dean Alexander Editor: David Grossbach Color Grading: CVLT NYC 1st Assistant Camera, MOVI Operator, Drone Pilot: Johnny MeyerContinue ReadingPages: 1 2 Adweek Adweek