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10 March 2021

The eyes have it.

by Andrew MacGregor

Krys: “The Time” - 60s

Luis Cerveró directs this characterful ad for French optician firm Krys, who believe customers should be treated as individuals to ensure the best outcome. Beginning in an apartment block, the ad travels in and out of vehicles, shops, and restaurants to show how many vision quirks can be solved through bespoke treatment.

There are some neat touches throughout Cerveró’s film, including a spatter of food on the lens as we meet chef Elsa and multiple 'through the keyhole' shots. The result is a fetching addition to the sector, with enough personality and visual flair to engage even casual observers. As potentially harmful screentime increases during the pandemic, now's a good moment to advertise.

Film Production: Partizan Ⓟ Ⓦ
Director: Luis Cerveró Ⓟ Ⓦ
Producer: Khalid Tahhar / Katya Mokolo
Production Co-ord: Yann Hurpy
Cinematographer: Alex Lamarque

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