BCDO

Info

The number 2025 displayed on a black background.

Graphic Design — Art Direction — Digital — Social Media 
Concepting

Client — BC Doctors of Optometry
Creative Direction — Graham MacInnes
Art Direction — Michael Lipsett
Copywriter — Jackson Murphy
Producer — Neil Chin
Agency — Pound & Grain

British Columbia Doctors of Optometry. Pound & Grain, 2025–2026. Art Director

Two campaigns for one mandate: get British Columbians to take their eye health seriously.

BCDO had a strong professional reputation and a quieter consumer presence than the work deserved. The brief was to bring awareness to eye health across BC, starting with the audiences most likely to put off booking an exam.

I led art direction across both campaigns. A 2025 traditional and digital awareness push aimed at parents, and a 2026 always-on social campaign aimed at adults. Two distinct concepts. One brand finding its voice.

Overview

Close-up of a human eye, with a bright reflection of a smartphone flashlight and a computer screen in the cornea.

Let’s get clear 
2025 Awareness Campaign

Art Direction and concept origination

Vision problems are kinda sneaky. Let’s get clear brings awareness to parents and their child’s eye health.

MOODBOARD INSPIRATION

A series of posters and digital images including promotional and humorous content, featuring characters and sayings such as "Because of you we can do more than dream," surreal eye art, and satirical advertisements mimicking oat milk carton posters.

CREATIVE MOCK-UPS

An advertisement on a train promoting eye examinations for children with the message 'Not saying you'll win Parent of the Year. Not saying it either. One test. Big difference. Blink and it's done.' It features a cartoon character with a large eye looking out of a window.
An animated eye character with a big blue iris and eyelash resting on a bed, looking out of a window with purple framing. The background is dark with a starry pattern.
An advertisement for children's eye tests by Doctors of Optometry, featuring a cartoon character with a large eyeball face holding a vintage telephone, with text emphasizing the importance of eye exams for kids.
An advertisement inside a subway or train reads, 'We're not saying you're the world's best parent but your kid's eyes might.' It features a cartoon eye character waving and includes the website BookTheTest.ca, promoting optometry tests.

Positioning kids' eye exams as the badge of smart parenting.

Parents in BC often assume school vision screenings are enough. They aren't. The depth and care a Doctor of Optometry provides is a different category of exam, and most parents juggling back-to-school chaos never get that information at the moment they need it.

The concept was mine. I proposed positioning kids' eye exams as the smart, simple thing parents do — the move ahead of the problem, not in response to one. Strategy and the CD refined the angle, and we built the campaign on it. A bold, eye-catching visual system designed to stop parents in their tracks on the bus, in SkyTrain stations, and in the social feed.

The work ran across transit, posters, digital out-of-home, and paid social, targeting parents in the back-to-school window.

Role: Originated the campaign concept. Led art direction across all media. Transit, posters, DOOH, and social.

FINAL CREATIVE

Two buses with eye exam advertisements on their fronts. The ads feature a cartoon eye character and text promoting kid's eye exams at BookTheTest.ca.
Two city buses with purple and blue advertising wraps for eye exams, featuring a cartoon eye character and text promoting booking a kid's eye exam, with additional text about being blink closer to parent of the year.
A cartoon eye character giving a thumbs up, with text about eye health and optometry, promoting eye exams for kids.
A colorful advertisement promoting children to get their eyes checked, featuring a cartoon character with large blue eyes holding a phone, with the text 'Your kid's eyes called. They need you to book their eye test' and the website BookTheTest.ca.
Three colorful educational flyers featuring a cartoon eye character promoting children's eye tests. Each flyer includes text about booking eye exams with an optometrist, prizes, and a summer prize pack contest. The flyers have a purple background with vibrant text and graphics.
Social media post encouraging eye health with a cartoon character of an eye with blue hair and limbs, holding up a thumbs-up in the first image and waving in the second. Text emphasizes the importance of booking an eye test.
Two animated cartoon characters with large single eye, blue hair, and smiling faces, waving and giving thumbs up. The background is purple with text promoting eye tests for children, mentioning a fun science project involving a mini volcano and encouraging quick eye exams.

2026 Always on Creative

Art Direction and concept

"We Speak Eyeball" is a simple, slightly
absurd claim that cuts through the noise.

MOODBOARD INSPIRATION

A collage with nine colorful images, including a person holding a frame with an eye, a woman with glasses, various hands pointing, and motivational messages about self-respect and honesty.

CREATIVE MOCK-UPS

Graphic with an eye illustration and bold white and black text on orange background that reads, "We've been translating eyes longer than you've been ignoring yours."
Social media post with a purple background featuring a black and white drawing of an eye. The text says, 'Your eyes have a safe word. It's 'Optometrist'!'
Advertisement for doctors of optometry promoting eye exams, featuring a cartoon eye and the slogan 'We Speak Eyeball'.

A simple, slightly absurd claim that cuts through the noise.

Where the parent campaign needed to stop people in their tracks, the always-on social work needed to live in the feed and earn the scroll-stop on its own terms. I wanted the work to feel slightly unsettling. Leaning into a horror-adjacent visual language, with bright colours and punchy copy doing the work of cutting through.

The first wave targeted adults 30–40, the demographic most likely to skip annual exams because nothing feels obviously wrong. The campaign's tension is that nothing feeling wrong is exactly when the problems start, and your eye doctor is the one who can see them coming.

The visual system was built to flex across multiple directions while keeping the same off-kilter tone, so the campaign could stay surprising as it rolled out.

Role: Concept and art direction. Built the visual system, directed the rollout, and designed key assets.

Direction 1

Social media post from bcdoptometry with a close-up illustration of a human eye with a pink iris, set against a bright blue background. The text reads: 'Your dry eyes didn't sign up for this. Good thing we did.'
Facebook post with a blue background and an eye illustration, stating 'Your dry eyes didn't sign up for this. Good thing we did.'

Direction 2

Social media post with a large eye illustration and bold text stating 'BC Weather Hits Different. Your Eyes Agree.'
A social media graphic with a blue background reading 'BC WEATHER HITS DIFFERENT. YOUR EYES AGREE.' It features an eye illustration with a pink iris and black pupil. The bottom left displays the handle @bcdoctorsofoptometry.

Next Project:

Yorkville University