In response to the demonstrations, violence, and national dialogue that came from the events in Charlottesville, Virginia in 2017, we created the Unseen Heroes campaign. This campaign highlights the minority statues in the United States that have been overlooked by many of its own citizens. Through the purchase of a pair of limited edition glasses, Warby Parker will make donations to support organizations that lift up minority communities.
Users can learn about various heroes, view the two styles offered in honor of a specific hero, and select the frames that best suit them. Right before purchase completion, a message appears explaining Warby Parker's pledge to donate part of the proceeds to the organization of the buyer's choice.
To drive traffic to the Warby Parker website, we created Facebook ads that utilize augmented reality (AR) so that users can see, try on, and purchase different glasses from the collection right in their feed.
The Unseen Heroes box will include the buyer's glasses, limited edition accessories, and a thank you letter from the Warby Parker team.
Want to see the full UX? Click through the slideshow below.
Role: Art Director
Copywriter: Kaylin Miranda
