The 'Quietest Library on Earth' Faces a Noisy Coup in Design Army's Stylish New Spot

There will be no chitter chatter in this sanctuary of silence. No clicking pens or clacking heels or, god forbid, coughing fits. This is, after all, the Quietest Library on Earth. Presiding over this place, described as a “temple of hush,” is a zero-tolerance “quiet guard” ready to pounce on every rustling candy wrapper. He’ll put a stop to that gum smacking and pencil drumming and, while he’s at it, call out every single page turned or smile exchanged if he deems it the slightest bit disruptive. What are these patrons to do? Plot a revolution using only their eyes, according to a brilliantly twee campaign from Design Army and director Dean Alexander for Georgetown Optician. [kickout id="1"] The Washington D.C.-based agency has established a fabulously quirky history with the brand stretching back to the long-form ad, “Our Family Knows Glasses,” one of Adweek’s favorite spots of 2015. This latest chapter, shot in the stunning George Peabody Library in Baltimore, changes the focus, so to speak, from the semi-fictionalized origin stories of the family-owned business. It creates a draconian (but thoroughly Wes Andersonian) environment filled with retro fashions, exaggerated sounds and surreptitious schemes where “expressive eyes and animated eyewear do the talking.” The gorgeously rendered ad, running about two and a half minutes with the tagline, “Join the silent revolution,” aims to build brand awareness and set Georgetown Optician apart in its competitive category. [kickout id="2"] “How do you go against the big guys?” says Pum Lefebure, Design Army’s chief creative officer. “And even more challenging — how the heck do you make eye exams and optometry interesting? There’s nothing sexy about an optician.” The concept sprang from the quiet cars of the D.C. to New York City trains, Lefebure says, where silence is golden and offenders are shushed. Execs moved the setting to a grand old library with a soaring atrium and cast-iron accents and populated it with nattily dressed characters straight out of Moonrise Kingdom. (Think '70s high-school yearbook photos come to life with lots of big hair and even bigger glasses). The “quiet guard,” as the on-duty tyrant, takes his job so seriously he causes a coup. And then, faced with snacks, acrobatics and Chihuahuas, he completely (and gloriously) melts down. Alexander, a partner on the previous Georgetown Optician work, called the new campaign “wonderfully twisted and absurd. Anytime we can combine eyewear with a contortionist, a 19th century library and a giant moving eye is a good day as far as I’m concerned.” CREDITS: Creative Agency: Design Army Director: Dean Alexander Client: GEORGETOWN OPTICIAN Creative Team: Co-Founder & Chief Creative Officer: Pum Lefebure Co-Founder & Chief Executive Officer: Jake Lefebure Creative Director: Sucha Becky Sr Art Director: Heloise Condroyer Art Director: Gaby Hernandez Copy/Script: Mark Welsh Content Designer: Rachel Newman Production Team: Mariela Hsu, Tiffany Palacios, Chazlyn O’Bannon, MJ Minutoli, Matt Francisco Video Team: Director: Dean Alexander 1st Assistant Director: Erin Winebrenner Director of Photography: Kyle Deitz Editor: David Grossbach Gaffer: Mark Hutchings Best Boy Electric: Jason Shinsato Generator Operator: Ben Vaeth-Levin Electric: Chris Henry Electric: Russel Wicks Key Grip: Scott Perryman Best Boy Grip: Matt Brennan Dolly Grip: Joe Kurtz Grip: Ryan Gallo 1st AC: Aidan Gray 2nd AC/DIT: Masha Pavlova PA: Layla Robinson Music/Sound Design: Simon Lister, Squeak E. Clean Studios Composer: Scott Langley Voice Over: Lee Perry Colorgrading: Parker Jarvie, Company 3 Visual Effects: STUDIO Local Wardrobe Stylist: Michele Onofrio Wardrobe Assit: Darcy Stockton Wardrobe Assist/Seamstress: Brandee Mathies Lead Hair/Make-Up: Dale Johnson Hair/Make-Up Team: Sarah Fiorelle, Cedric Aissa, Holly Burnham, Teena Smith, Shannon Warman, Brandon Russel Props: Amaryllis Designs Cast: Kyrylo Kabachenko, Anna E. Vasyuta, Coco, Guven, Simon Lieber, Gordonnay Gaines, Daje Barbour, Dylan Yahiaoui, Luccia Wolfe Extras: Mary Warner, Aurora Mostacci, Margaret Anne Murphy, Audrey Malek, Nicole Fallek, Paige Hancock, Victoria Zapata, Alyssa Michener, Anna Fox, Shelly Airey, Blair Kerr, JP Wogaman, Kcaremba, Xander Johnson, Nicholas Cowden, Danny Tippett, Jason Chae, Chloe Alexander, MJ Minolti, Tito (Dog) Special Thanks: George Peabody Library Bromo Seltzer Arts Tower