Interchangeability
Products can feel short-lived and impersonal. At the same time, eyewear is visible every day and becomes part of personal identity.
← All projects
Case Study · Storytelling & Copywriting · Fictional Brand · AI-assisted visuals
Storytelling that turns product facts into a brand story.
For OCEYAN Optics, I developed a storytelling and copywriting concept across web, video and brand voice. The focus is on individuality, conscious consumption and recycled ocean plastic.
Core idea
Individuality and responsibility do not have to be opposites.
01
The conflict
Product facts alone do not create a brand story.
Recycled material, 3D printing and an individual fit explain what OCEYAN does. But they do not yet tell a story.
The task was to connect product benefits, personal identity and sustainability in one coherent story.
Personal conflict
Individuality
versus
Mass production
Social conflict
Conscious consumption
versus
Sacrifice
02 · Narrative structure
The story follows a clear transformation.
OCEYAN itself is not at the centre of the story. The human perspective comes first, while the brand acts as a guide and offers a possible solution.
The plastic problem
The desire for more conscious consumption is set against resource use, plastic waste and the perception of sustainability as sacrifice.
OCEYAN enters the story
Collected ocean plastic is processed and turned into a custom-made eyewear frame using 3D printing.
From material to a one-of-a-kind frame
A functional product becomes a personal object that connects fit, design and values.
A conscious choice
The story does not end with the product, but with the person’s decision to connect individuality and responsibility.
03 · Web Storytelling
The brand story shapes the About page.
The five acts form the content structure of a digital About page, allowing the story to develop step by step along the user journey.
From feature to meaning
Product fact Recycled ocean plastic
→Narrative meaning Something personal emerges from discarded material.
04 · From web to video story
The brand story as a 60-second video.
For Instagram Reels and TikTok, I developed the same core idea into a 60-second story. This included the narrative arc, scene structure, visual language, atmosphere and voice-over script.
60
seconds
5
scenes
1
Transformation
00–12
Familiar world
Interchangeable products and emotional distance.
12–24
The problem
Plastic waste is shown in a restrained, emotional way.
24–40
The guide
OCEYAN shows material processing and 3D printing.
40–54
Transformation
The eyewear becomes a form of personal expression.
54–60
Resolution & CTA
A small decision becomes a conscious statement.
05 · Brand Voice
A brand voice also needs to work when the conversation gets difficult.
Crisis communication
The brand should not dismiss or gloss over criticism of the energy use of 3D printing. Instead, the concept addresses energy use, on-demand production, overproduction and material choices openly and transparently.
Transparency instead of perfect sustainability claims.
My contribution
Storytelling Concept
Five-Act Structure
Web Copywriting
Hero & CTA Copy
Video Script
Hero’s Journey
Brand Voice
Crisis communication