Lumify Drop in to stand out

To modernize LUMIFY’s brand presence, we moved beyond traditional media to orchestrate a social-first takeover during the peak of football season. We partnered with NFL star DeVonta Smith—known for his elite tunnel walks and game-day style—to position LUMIFY as his ultimate accessory. The campaign launched with a series of speculation stunts, featuring DeVonta in custom purple looks with easter egg details that sent fans and gossip pages into a frenzy. This coordinated buzz culminated in a hero video where DeVonta held a press conference to reveal the secret behind his look: his brighter, whiter looking eyes. The campaign shattered LUMIFY’s historical benchmarks, significantly over performing previous traditional efforts in both brand impressions and direct sales growth.