Nearly 1.5 million people in the UK are affected by macular disease. It’s the nation’s biggest cause of sight loss. Early diagnosis is critical, but those most at risk—over-55s—often skip eye care appointments. I was tasked with crafting a compelling PSA to raise awareness of the issue. 

“If you’re going to use a celebrity, find a reason to use them” - David Ogilvy

With the legendary Dame Twiggy Lawson attached with crazy-glue to our planned PSA, it fell to me to come up with a concept that made sense. One of the early warning signs of macular degeneration is the appearance of black spots in your vision. So the idea for a photoshoot experiencing technical issues was born. 

While the PSA wasn’t exactly groundbreaking, I did get to play Creative Lead on a big budget TVC production and I even got a hug from its iconic star.