Künzli Optik’s Optical Illusion

Advertising Illustration for Künzli Optik Switzerland

In the world of advertising illustration, let’s explore a captivating scenario where eyeglasses have the remarkable ability to transform everyday people into potential celebrities. This imaginative concept found its way to my drawing board, thanks to Creative Director Daniel Matter from the respected advertising agency Matter & Gretener.

I’m Ian David Marsden, an experienced illustrator passionate about visual storytelling. I had the privilege of bringing this compelling idea to life. The task was clear: create minimalist illustrations that delicately balanced intrigue and recognition. The goal was simple – to make you ponder, “Could that be…?”

The outcome? Four remarkable posters and ads that captivated audiences and sparked conversations. Thoughtfully placed in prominent publications, on trams, in public transport, and along roadside billboards, these posters themselves became optical illusions. With a subtle touch, they left you wondering, “Hey, isn’t that a familiar face?”

Our concept was to craft drawings of individuals who might bare a resemblance to someone you may know. That moment of recognition is a potent tool in advertising. To add a twist, the agency worked with a top photographer who skillfully placed real eyeglasses from Künzli Optik onto these illustrated portraits and photographed them together. The surprise? It’s the glasses that evoke the illusion of celebrity.

Our guiding principle: “Not a line too many, not a detail too much.” The question persisted: Say… isn’t that…? Was it the famous figure, the global icon… or was it the glasses?

The process of creating these illustrations was an exercise in artistic restraint. Every line, every detail was thoughtfully considered.

Thomas Künzli, the discerning owner of Künzli Optik at Hegibachplatz, believed in the power of creativity.

As an illustrator, I cherished the opportunity to breathe life into these enigmatic illustrations, embracing the challenge of making minimalism captivating. It was an ode to the art of ‘less is more.’

My mission, as an artist, is to craft work that engages and intrigues viewers. This project with Künzli Optik epitomized that ethos. Opportunities to reshape perception and push the boundaries of recognition are rare.


Marsden Illustration