Smith Optics
Smith is an American eyewear and outdoor brand that began in 1965, when ophthalmologist and skier Dr Bob Smith set out to solve a problem every skier knew too well: foggy goggles. That first breakthrough grew into a brand trusted by athletes and adventurers worldwide, now spanning sunglasses, goggles and helmets. Every product is built around clear vision and protection, so the content needed to capture both the performance and the lifestyle, showing the gear doing its job in the moments that matter.
ROLE | I developed and led a creative concept shoot that took Smith out of the mountains and into the fashion world. The idea was to blend sport and style, repositioning Smith as an off-duty fashion essential for a new, style-led audience beyond its core performance market. I oversaw creative direction and production from concept through to final selects, styling the eyewear in a way that felt fresh and fashion-forward while staying true to the brand’s performance roots.
