The rebranding of Shamir, a world leader in the production of high-tech ophthalmic lenses, stems from a need for strategic repositioning. To embody the pillars of Performance, Simplicity, and Daring, we redefined the brand's visual codes: a monospaced font now dictates the pace of reading, while the color palette evolves toward a textured gray for the backgrounds and a vibrant red for the logo. The new graphic ecosystem is enriched with the dot grid and "The Trace," a clean line that guides the eye to the most relevant content, ensuring each layout has a distinctive and memorable identity.

​

Produced entirely with the help of AI, the new campaign stars real-life sports icons: cyclist Chas Christiansen and pilot Sebastien Bourdais. Through an advanced digitalization process, the two athletes were virtually reconstructed to capture the essence of their peak performance in hyper-realistic scenarios.