For Italian Optic's advertising campaign, I had the privilege of creating a series of illustrations that celebrate the connection between vision and superpower. Even superheroes, who live and battle in a world "beyond the norm," are not immune to vision problems. Their ability to see clearly is as crucial as their extraordinary powers, making it essential for them to preserve their gift of sight.

In this campaign, I developed a series of iconic pop culture characters, transformed into lively and captivating parodies. Among the protagonists are Izman (a nod to Scott Summers, Cyclops), Incredibolz (a humorous tribute to Mr. Incredible), Gatwoman (inspired by Catwoman), Zuperman (a take on Superman), Motherwoman (homaging Wonder Woman), and Robin and Catman (inspired by Batman and Robin). Each superhero is depicted in a flashback situation that reveals the chaos caused by neglected vision or inadequate eyewear.

Each illustration is accompanied by a brief montage created by PTB - Centro Produzioni Televisive, which narrates a comedic story related to the inconveniences resulting from a lack of attention to one’s vision. These flashbacks highlight how the absence of proper eyewear can negatively impact our heroes' adventures, turning their heroic feats into hilarious and embarrassing situations.

In the advertising campaign, the characters are shown both in their moments of visual difficulty and in their resolution, where Fulvio and Stefano, the owners of Italian Optic, help them find the perfect glasses for their needs. The images depict the transition from confusion and mishaps to clarity and resolution, with a touch of humor and affection that reflects Italian Optic’s mission.

For the Christmas season, the campaign also featured Klaus and caricatures of all the employees of Italian Optic, created to extend holiday greetings in a special and original way. Each caricature is a heartfelt tribute to the team, who, like superheroes, work tirelessly to improve the lives of their clients.

Below, you will find a selection of illustrations from the campaign, signed by Quid Life Studio, capturing the essence of this unique and entertaining initiative. Enjoy the view and have fun in the world of Italian Optic's superheroes!