IOT Unveils New Neochromes Campaign
You Move. They Change.
IOT Unveils New Neochromes Campaign
You Move. They Change.
Madrid, Spain - IOT, a leader in innovative lens technology, is proud to unveil the new global brand campaign for Neochromes, its premium line of photochromic lenses. Under the theme “You move. They change.”, the campaign blends high-impact visuals with a powerful message: Neochromes adapt effortlessly to your life, your environment, and your light conditions. All while continuing to set industry benchmarks for speed, adaptability, and UV protection. With a bold new video, a behind-the-scenes look, and a creative collaboration with Spanish agency WE ARE CP, this campaign marks a major milestone in the evolution of the Neochromes brand.
A Bold New Look for a Dynamic Lens
The campaign’s central video, now live on our Neochromes website, features contemporary dancers navigating beautifully shot indoor and outdoor scenes at a designer home in the Sierra de Madrid. Their movements echo the dynamic lifestyle of wearers who move through different environments throughout the day—indoors, outdoors, in shadow, and in sunlight. Neochromes lenses respond in real time, enhancing vision and comfort with seamless adaptability.
The fashion-forward aesthetic and artistic direction reflect the elevated style and technology-forward positioning of Neochromes. It’s a fresh take on what photochromic lenses can be: sleek, modern, and made to move with you.
Behind the Campaign: An Interview with WE ARE CP
To dig deeper into the creative thinking behind this campaign, we spoke with Sandra Budí and the team at WE ARE CP, the creative agency behind the concept and production of the new video.
1. How was the Neochromes brand strategy considered when conceptualizing the new video?
We were eager to continue developing the visual identity we had started with the first video, this time aiming for a more specific aesthetic intention in terms of composition and framing. The goal was to keep conveying modernity and style through an artistic perspective (contemporary dance) with a fashion-forward approach (fashion film aesthetic). At WE ARE CP, we integrated these qualities into every stage of production, prioritizing a modern and dynamic execution that would connect with users who seek modernity and style in the product. All of this while highlighting the technological features of the lenses: their ability to adapt to different lighting conditions.
2. What key elements helped reflect this?
One of the most important aspects was being able to work with contemporary dancers who could improvise together and interact with their surroundings. Additionally, they needed to meet certain aesthetic standards aligned with the brand's image. This made the casting process long and complex, but in the end, we successfully found the right talent.
Another key element was finding a location that reinforced this artistic and sophisticated vision, while also feeling more natural and relatable than the previous campaign. We wanted viewers to easily recognize both indoor and outdoor settings without losing the artistic touch. To achieve this, we filmed at a large designer house in the Sierra de Madrid, where the interior was just as important as the exterior. We made an extra effort to highlight this contrast. We used white lighting to show true colors, clean shots that showcased the lens design in different contexts, and a production style that "danced" with the performers through camera movement and editing rhythm. Natural lighting and neutral tones emphasized the adaptability and elegance of the product, while close-up shots highlighted technical details and quality.
3. What aspects during filming ensured the message was clear and memorable?
The visual narrative was built around everyday environments where the lenses demonstrate their ability to adapt. The choreography between the characters unfolded through the setting, moving fluidly between two worlds: indoors and outdoors. Every shot was carefully planned to maintain a balance between aesthetics and functionality. We also captured dynamic scenes that create an immersive experience, helping the message stick with the audience.
4. What role did art direction play in reinforcing the desired perception of Neochromes?
Art direction played a crucial role in balancing technology and design. From minimalist settings to carefully selected color palettes, actor wardrobe, and even the plants on set—everything contributed to projecting an image of innovation and confidence, reinforcing Neochromes' position as a leader in its field.
5. What post-production details (editing, music, color grading, etc.) were essential to connect with the Neochromes audience and strengthen the message?
In this video, all these details come together to create a complete experience. Ultimately, it's an artistic piece. It's an audiovisual work of contemporary dance where every element moves to the rhythm of the video. The choice of camera and lenses, paired with free and fluid movement, "dance" alongside our performers. Fast-paced, smooth editing combined with inspiring music brings energy and modernity to the spot. Careful, cinematic color grading emphasizes product details and creates a sophisticated atmosphere. Sound effects and transitions ensure the message is direct and memorable.
6. Why do you think, in an environment where visual and video resources are so accessible, it's still valuable for brands to invest in exclusive branded content? What are the main challenges?
Producing high-quality content allows brands to stand out in an oversaturated market increasingly dominated by "fast food" content. While the accessibility of video production has sparked incredible artistic creativity, it has also flooded marketing channels with low-quality, disposable content.
By creating exclusive, professional, and aesthetically valuable content, a brand can offer a personalized narrative that not only connects emotionally with its target audience but also elevates its perception and value. It engages customers and followers, showing them an inspiring side they want to identify with and listen to.
The main challenges include capturing the brand's essence and ensuring the content reflects quality and authenticity—something we believe we achieved by working closely with the IOT team and understanding their vision from the start.
Behind the Scenes: A Closer Look at the Process
In addition to the campaign’s hero video, IOT has released a behind-the-scenes video that captures the dedication, craft, and creative collaboration that went into bringing this campaign to life. From choreography and casting to location scouting and lighting tests, the behind-the-scenes footage highlights the attention to detail that defines Neochromes—from both a product and brand perspective.
Check out the behind-the-scenes video!
Visit neochromes.com to explore the full campaign.
Interested in adding Neochromes to your portfolio?
Connect with your IOT representative to learn how you can offer this lens technology—backed by science, innovation, and a bold new visual identity.
About the Authors
