The Impossible Camera

The launch of “The Impossible Camera” made people see their eyes as the most powerful device. With specs boasting 576 megapixels, 50x autofocus per second, and a 1,000,000:1 dynamic range, it seemed like the ultimate product... until the reveal: The specs weren’t for a camera, but for the human eye. Promoted like a must-have gadget, this campaign from the American Optometric Association made our target audience realize they upgrade everything except their eye health, leading to a surge in eye exams and a cultural shift in how we see our eyes.