Background
VIUU is an eyewear boutique that believes when everyone expresses their uniqueness, the world becomes a more beautiful place.
For this project, it was essential to position eyewear as more than a functional accessory, treating it instead as a tool for self-expression. Guided by VIUU’s ethos — “Find your character!” — our studio approached the creative direction with a clear awareness of the brand’s signature silly, goofy energy. Every decision embraced playfulness and character-driven humor, ensuring the final result felt expressive and unmistakably VIUU.
From this approach emerged Point of VIUU — a series built around collaborations with culturally relevant VIUU personalities. The idea was to find distinctive individuals who embodied the spirit of the brand and explore their unique point of view through eyewear. Together with the POV characters we created mini-campaigns that celebrated personality, individuality, and self-expression.
Anu Saagim's point of VIUU
Anu Saagim is one of Estonia’s most recognizable media personalities and was a natural fit for Point of VIUU series. Her project highlighted self-confidence at a mature age, showing a woman unapologetically herself.
The collaboration had her share tips and tricks for confidence and self-expression, celebrating that personal style — including eyewear — can stay bold, fun, and expressive at any age.
Anne Erm's point of VIUU
Collaborating with Anne Erm, the Mother of Estonian Jazz and legendary festival organizer, highlighted how eyewear supports real, lived experience at 82 yo. We focused on multi‑use optical eyewear: she guided us through her needs in different situations and on top of that, we captured a series of photos showcasing her vibrant and playful character.
Marit Ilison's point of VIUU
We partnered with Porsche Eesti to create Marit Ilison’s Point of VIUU, tapping into a shared audience: people who value style, taste, and understated exclusivity — those who want to stand out without shouting.
To tell this story, we collaborated with Marit — a local cross‑disciplinary designer and creative force — exploring how thoughtful design and eyewear intersect with lifestyle. The result feels like a drive through Tallinn: visiting Marit’s projects, pausing to reflect, and moving on again — always in motion.
Jana Guzanova's point of VIUU
We partnered with Jana Guzanova, a socially active voice and critical thinker during the election period, to go deep into meaningful conversations. Through the collaboration, we explored what she hopes to see change in the future, highlighting her perspective and bold character.
So whether it be eyewear-shaped gingerbread baking with MasterChef finalist Mart Haber, a Valentine’s Day 2=1 campaign with twin filmmakers, or a soft and airy winter collaboration with local knitwear designer Johanna Paiste of Ärni Blum — each project approached eyewear as a vehicle for character, storytelling, and playful self-expression, staying true to VIUU’s unmistakable spirit.