The good people of Garrett Leight recently produced a campaign video that focuses on The Harding, one of the California opticians most popular styles. The frame design and the accompanying video was inspired by the stylish playwright Arthur Miller, a man who possessed stellar taste in both eye-wear and women. As a company, Garrett Leight has been doing good things of late. It seems to be a bit of an anomaly in the eye-wear world as one of the few little guys around. The frames themselves have always been intriguing to me, especially the U.S. made collaboration glasses it did with my good friend Mark McNairy.
A while back I happened to be in LA the same week the company’s shop on La Brea opened and I really like how the brand is expressed at retail. It all feels very unique and I have to say that to me it feels like almost everything Garrett Leight touches is impressively done. I had a chance to catch up with Garrett himself and talk to him about Arthur Miller, their shared appreciation of handsome glasses and this new series of short campaign videos. The full conversation is after the jump.
ACL: What was the inspiration behind these spots?
Garrett Leight: Funny enough, I am actually answering this last because it took me a while to think about it. But the true answer is Steve Jobs. That book and further research after reading that book changed me. Yes I’m a designer, but more than that I want to change the world. And even if its just through creating an eyewear brand for now, its important that people know how passionate I am about our designs, our quality, and our business in general. Our whole team is very inspired, so this is just the beginning in terms of showing what kind of people inspire us, specifically in regards to frame design in this case. Furthermore, I was a journalism major, so I love using my words, and I just feel like a video in some ways is more powerful than the photography in our look books, especially with today’s average attention span.