STAAR Surgical approached Liquona with a clear objective: raise awareness of EVO ICL, an implantable Collamer lens that offers freedom from glasses and contact lenses.
While the procedure is well established in the US, STAAR wanted to introduce EVO ICL to a wider audience across the UK and Europe. Our challenge was to demonstrate how quick, comfortable and transformative the procedure can be, while showcasing the life-changing benefits of clearer vision.
During initial conversations with STAAR, we learned that professional footballer Lucy Bronze – UEFA European Champion and five-time UEFA Champions League winner – would be the face of the campaign. The opportunity to collaborate with one of the world’s most recognisable footballers on a major brand campaign presented an exciting creative challenge.
Our ambition was to create a campaign that felt authentic, relatable and inspiring. Rather than focusing solely on the procedure itself, we wanted to tell a genuine story about how improved vision had positively impacted Lucy’s life – both on and off the pitch.
While clear vision is essential at the highest level of professional sport, it’s equally important in everyday moments, whether travelling, swimming, cooking or simply navigating daily life. This became a central theme throughout the campaign.
To maximise reach across multiple platforms, we developed a suite of content comprising:
• A 60-second hero film
• A longer-form interview-led case study
• Three short-form social media edits
Our goal was to create content that was visually striking, engaging and memorable – giving the campaign plenty of creative firepower to stand out in crowded social feeds.
The creative process began with a research call with Lucy, where we explored her personal experience of choosing EVO ICL. We discussed her motivations, the procedure itself and the impact it had made on her life and career.
Following the conversation, I carefully crafted an emotive script based on her story, ensuring every message felt authentic to her voice. The script was shared with Lucy for review and approval before production.
Alongside the scripted voiceover, we decided to capture a full interview, allowing Lucy to speak naturally and candidly about her experience. This approach gave us the flexibility to create both the polished hero film and a more in-depth interview-led edit.
Visually, I wanted the campaign to feel aspirational and cinematic, reflecting the clarity and confidence that comes with improved vision. After extensive location scouting, we selected St Paul’s Sports Ground in London, which offered stunning views of the city skyline while providing a quieter environment for filming the master interview.
As a contingency, we also secured an indoor location at The Lions Centre, courtesy of Millwall Community Trust, ensuring that weather wouldn’t derail the production. Ultimately, we filmed across both nearby locations within a single day.
Working closely with Lucy and the client team, we also discussed wardrobe, styling and props to ensure every element complemented the campaign’s visual identity. Liquona supplied and managed all costume and prop requirements for the shoot.
To bring additional energy and dynamism to the content, we invested in new filming technology, including a 360° camera that allowed us to capture immersive shots of Lucy performing football skills. A low-angle slider added movement and impact to key football sequences, helping elevate the visual storytelling.
Alongside the video production, we coordinated and briefed the campaign photographer, whose imagery would be used across digital marketing, website assets and outdoor advertising.
With just six hours of access to Lucy on the shoot day, meticulous planning was essential to deliver both video and photography outputs successfully.
We also developed concepts and scripts for a series of more organic social media pieces, including self-shot content from Lucy and additional social-first assets filmed separately from the main campaign.
Organic post
Following launch on the STAAR Surgical website, the campaign rolled out across social media channels, digital platforms and outdoor advertising placements, including train station billboards.
The content benefited from Lucy’s significant social following, helping drive additional visibility and engagement through her own channels while amplifying awareness of EVO ICL to a wider audience.
Photos by www.simoncallaghanphotography.com
views on instagram
likes across four main posts
" Many thanks. I think these are awesome! All the pre-scripting and the team's work with Lucy on the day really paid off. Great work again"
