John Jacob's has rolled out a campaign as they launch their latest collection of eyewear with fashion designer, actor and founder House of Masaba, Masaba Gupta.

The campaign comprises an ad film. The film was released on the 10th anniversary of Lenskart's premium luxury eyewear brand.

In the film, Gupta is seen wearing different eyewear from her collection with John Jacobs, set against the artistic backdrop of a house. She talks about being drawn to the things she loves and collects, and the small details that make her look twice. These inspirations come through in the motifs featured across the new collection, including playful pineapple designs. Gupta explains that the best ideas often come from the joy of the everyday, with the collection drawing on her personal obsessions, playful details, familiar icons and unexpected twists. These elements are designed to do more than simply sit on a frame, instead coming alive through the eyewear. She ends by saying that John Jacobs helped bring her vision to life, because the best design always comes with a surprise.

What we think about it: The film works particularly well in the way it builds a visual world around the collection rather than simply showcasing the eyewear, using an artfully styled house and Masaba’s design sensibility to tell the story behind the frames. By tracing the collection back to her everyday inspirations, personal obsessions and playful motifs, it gives the product a more distinctive creative narrative and makes the eyewear feel like an extension of her artistic universe.

The campaign was released on Instagram on 3 August.