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Multiopticas Generation Fuzzy is directed by Luciano Ruiz and produced by Antiestatico.
The campaign by agency LLYC launched in collaboration with the University of Navarra, its aim to educate parents on how to control and stop the development of Myopia in their children.
The concept Blurred Generation, intends to refer to next generation of children who will not see their future well if they do not pay attention to the control of Myopia. This visual defect affects increasingly more children, experiencing its greatest progression between 8 and 12 years of age.
Credits
View on- Agency LLYC/Madrid
- Production Company Antiestatico
- Director Luciano Ruiz
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Credits
View on- Agency LLYC/Madrid
- Production Company Antiestatico
- Director Luciano Ruiz
- Sound Design BDS Creative Music Studio
- Chief Executive Production Matias Dumont
- Producer Santi Garcia
- Direction Assistant Joppe De Bernardi
- Editor Fran Molina
- Producer Pedro Alfonso
- DP Lluis Marti
- Art Director Helena Gallego
- Post Production Zoltan Farkas
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency LLYC/Madrid
- Production Company Antiestatico
- Director Luciano Ruiz
- Sound Design BDS Creative Music Studio
- Chief Executive Production Matias Dumont
- Producer Santi Garcia
- Direction Assistant Joppe De Bernardi
- Editor Fran Molina
- Producer Pedro Alfonso
- DP Lluis Marti
- Art Director Helena Gallego
- Post Production Zoltan Farkas
It is expected that in the coming years 60 to 70% of the child population will be Myopic and 10% will develop high Myopia (more than 6 diopters), according to the latest data provided by the University of Navarra.
To demonstrate this new generation, Multiópticas has presented a new visual health story starring a video piece in which we see routine scenes starring children belonging to this new generation. They normalise habits that, in terms of visual health, are considered counterproductive, such as the use of virtual reality glasses or the abuse of television screens or mobile phones.
