ZEISS Vision - Print, socials, video scripts, articles
The job
As global leaders in lens technology and scientific optics, ZEISS were launching a large campaign to tackle digital eye strain. This included writing over 20 social media shorts, crafting 30 headlines for post images, producing three in-depth articles, and creating supporting post copy—all designed to explore the physiological causes of digital eye strain and share evidence-backed solutions that make screen time easier on the eyes.
I led the copy direction and production throughout the entire campaign while co-managing all creative and design to ensure quality from beginning to end.
The process
The process began with a deep dive into ZEISS’s research and existing content, ensuring every piece reflected both scientific accuracy and approachable clarity. From there, we mapped out a content plan that balanced short, snappy social posts with longer, more informative articles.
Each draft went through multiple rounds of refinement, focusing on tone, flow, and readability, while highlighting practical advice for managing digital eye strain. Collaboration with ZEISS’s in-house experts ensured that all messaging stayed true to the brand’s authority in optics, resulting in content that was engaging, educational, and immediately useful.
I also created Covid-19 safety messaging for their global stores during the pandemic. This included writing and designing in-store posters, plus a brochure for staff on maintaining safety protocols. To support the campaign, I also wrote a large number of social posts to support these initiatives and future campaigns.
The outcome
The campaign delivered impressive results across all channels. Social posts reached thousands of viewers, generating high engagement through likes, shares, and comments, while the in-depth articles drove meaningful traffic and time spent on the ZEISS site. Feedback from both audiences and internal stakeholders highlighted the clarity, usefulness, and approachable tone of the content, reinforcing ZEISS’s reputation as a trusted authority on eye health.
Published work
Digital eye strain: How different screens affect different people
Get relief from digital eye strain: What to ask your optician
