Frank & Marty

Smith

Smith Optics is an eyewear company specializing in sports-related products, sold worldwide in more than 50 countries through specialty and sporting goods stores. Known predominately for ski goggles and cycling products, Smith wanted to break into the Fishing community by way of their advanced ChromaPop technology. MING’s job was to create buzz amongst anglers and communicate the technology benefits that define Smith.

Fishing without ChromaPop

Frank & Marty

Focus groups revealed that 8 out of 10 anglers preferred Smith’s glasses over the leading brands. We couldn’t help but wonder, who are the other two guys? So began a series of short films about two guys that didn’t like Smith — Frank and Marty. At the start of the 2016 fishing season, we created a social media presence for our antiheroes and released a total of eight short online comedy films about Frank and Marty. Consumers got to deep dive into their low-tech world and watch them make their own fishing gear, which was in direct opposition to Smith’s advanced ChromaPop technology. It further cemented Smith’s promise of “Unfair Advantage” in the sports fishing community.

Cooking with Frank

Frank & Marty

Perriscope

Frank & Marty