Challenge

Chiaro was an upstart in an established market with one goal: to disrupt the marketing jargon that plagued the lens filter industry and deliberately confused consumers. The brand’s strategy was to offer one clear metric that would allow camera enthusiasts to easily ascertain a lens filter’s quality: light transmission rate.

Result

To educate impactfully, first provoke the desire to learn. To that end, we crafted a bonus booklet to be included in the box alongside every lens filter. With its miniature flip-book form factor and a blackout design that evokes the mystery of Dark Side of the Moon, the Chiaro booklet stands as a bold challenge to competing brands. Its cover invites the user to crack open the secrets of a less-than-transparent industry, while its cheeky voice and pictorial approach rewards them with an engaging narrative that breaks down technical information. An accompanying brand video followed, expanding on the booklet’s content with clever animations and sounds.