First work by Marcel for OPSM focuses on style with substance

Newly minted Publicis agency Marcel, launched under the guidance of David Nobay last year, has released its first work for an Australian client with a new campaign for OPSM.

The agency has assumed the mantle of the now-retired Mojo, with Singapore’s Tiger Beer and OPSM, part of the Luxottica Group, its foundation clients.

The new campaign, launched this week, promoting the eyewear company with the line ‘Style is Why’ was directed by photographer Simon Harsent.

Last week the agency launched a new campaign in Singapore for Tiger based around using a special system to distill ink from air pollution which was then used as the centrepiece of the campaign.

OPSM Marcel

The new work for OPSM opens with a man in a diner on a dark rainy evening before that ad cuts through a number of stylish shots, focusing on the glasses each person is wearing.

The voiceover has been provided by activist and philosopher Dr Cornel West, “whose personal discourse on style adds a spirited tempo to the campaign”, the agency said.

Scott Huebscher, Marcel’s executive creative director, said the ad offers a mix of voice and vision.

“The way Simon brilliantly captures people in his portraiture made him an obvious choice to direct this ad. And Dr. Cornel West’s thoughts on style was the perfect way to complement the pictures.”

Jee Moon, OPSM vice president of marketing, said the ad came from the idea that people saw glasses as more than just a functional tool but also as a part of their image, in the same way shoes serviced a functional purpose but were often bought for their style.

“This is the signal of a start of change in intent from OPSM creatively,” Moon said.

“My intention now is how we express this through our people and our stores.”


  • Client: OPSM
  • Agency: Marcel Sydney
  • Production Company: The Pool Collective
  • Director: Simon Harsent
  • Executive Producer: Eloise Hastings
  • DOP: Ross Giardina
  • Production Designer: Tess Strelein
  • Post Production: Heckler
  • Editor: Andrew Holmes

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