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The GHITIS Drop 002, titled “LENTES DORADOS” (Golden Lenses), represents the highly anticipated second model released by the urban-elegant eyewear brand, GHITIS. This drop continues the brand's momentum, reinforcing its position as a key player in the fashion-forward, urban accessories market.
The Challenge
We needed to execute a high-impact launch for the "LENTES DORADOS" model that immediately restored the brand's excitement and momentum. The key strategic obstacle was creating a compelling narrative that addressed the brand's recent absence without focusing on it, thereby shifting consumer attention entirely back to the product and the future of GHITIS.
Job Role
Creative Director & Founder.
Creative Strategy & Solution
Our strategy was designed to immediately generate viral hype by turning the brand's period of inactivity into a cohesive, high-stakes narrative.
We executed an immersive digital campaign based on a fictional theft. The story revolved around a limited, exclusive run of the "LENTES DORADOS" model—the concept being that only one single golden lens was initially available. We framed the release as being forced by the crime, starting the “stolen lenses” theme.
The narrative unfolded in stages to maximize audience engagement:
- Hype Generation: We released cryptic content suggesting a thief broke into our house, stealing the unique lenses.
- Brand Hacking: The brand’s social platforms were ostensibly hacked by the "thief," who posted raw, "illegal" home video footage, shifting the brand's aesthetic completely.
- The Drop: The "hacker" then decided to sell the stolen lenses for just $1 on the website, making an exclusive, 1/1 item accessible to everyone.
This approach successfully generated significant buzz, addressed the brand's absence by giving fans something exciting to focus on, and instantly re-established GHITIS's relevance.
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