Edera 'A Look Through The Lens' Eyewear 2024 Ad Campaign

Review of Edera ‘A Look Through The Lens’ Eyewear 2024 Ad Campaign by Creative Director Kelly Battisti and Photographer Ellen Virgona with Creative Direction by Paulina Paige-Ortega and Communications by CATINELLA with model Naomi Stevens

Brand-new eyewear brand Edera bursts onto the scene with its debut campaign, a slick and simple vision of the brand’s core synthesis of classic Italian style and contemporary architectural design.

The brand is led by founder Kelly Battisti, who draws on her architectural background and Italian heritage to combine technical insight and cutting-edge style with a spirit of timelessness. The specs are created in partnership with Mazzucchelli, a family factory founded in 1849 with a focus on tradition and craftsmanship, and Zeiss, a scientific pioneering manufacturer of lenses where vision correction meets sun-protection.

Captured by photographer Ellen Virgona, the campaign imagery takes shape as direct portraits of model Naomi Stevens wearing the styles of the debut collection. The creative direction by Paulina Paige-Ortega, though seemingly straightforward, takes on a distinctive energy through the model’s effortless poise, as well as the textural interplay between the industrial or organic backdrops and stylist Paulina Paige’s thoughtful response to the brand’s design vision.

CATINELLA’s communication introduces the world to Edera’s design perspective and brand identity with focus and distinct style; the campaign offers an exciting look through the lens of Edera and positions the new brand as one to watch.