Transitions (Essilor) choose French agency Animals to manage its communication

Ads, Advertising, Branding

Transitions, the range of adaptive lenses by Essilor, chose Animals to manage its global relaunch and brand repositioning for opticians (BTB) and the general public (BTC).

The new campaign was officially launched at the beginning of April in the US, UK, Asia and South America and on the 15th May in France. It airs on TV, in cinemas, press and outdoor, in-store and digitally.

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The photochromic lenses, Transitions, are corrective lenses that automatically adapt to changing light, going from clear to dark, to reduce eye strain and fatigue, blocking UVA and UVB rays and filtering harmful blue light. They adapt to any frames and are available in a wide range of colors, designed to complement your lifestyle.

The new brand platform “Light Intelligent Technology”, the global communication plan and the baseline of the campaign “Light Under Control”, aim to rejuvenate the brand image and make it more attractive to a wider and more urban target audience.

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The ambition of Transitions is to become a modern, must-have “lifestyle” brand for wearers, whatever their age or way of life.

The films (1, 2, 3, 4) were directed by Paul Ward (Gang Films).



  • CEO: Chrystel Barranger
  • Associate Director, Global Brand Marketing: Charlotte Hamel


  • Founder & Creative Director : Manoëlle van der Vaeren
  • Account director : Amanda Bard
  • Conception : Les VDV
  • Art Direction : Nadège VDV
  • Copywriters: Olivier VDV et Paul Delmas
  • TV Production/Art Buying: Sanae Belkouri
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Production: Gang Films

Director : Paul Ward
DOP : Cézary Zacharewicz
Producer : Frédéric Mialaud

Post-Production: Bandapart
Sound : Chez Jean
Music : Parov Stelar “The sun ft Graham Candy”