Gen See

“Gen See” is a print-led campaign for IZERVAY targeting key opinion leaders and physicians. For older adults with geographic atrophy, vision loss can make everyday moments harder to see and hold onto. Each execution captures a younger, modern crowd documenting a live moment through smartphones, while one older person simply looks on with their own eyes. The contrast becomes a powerful metaphor: in a screen-obsessed culture, the older generation still knows how to truly see the world. The campaign turns vision preservation into something emotional, cultural, and deeply human.