LSN : Daily Signals : Time-honoured technology

A Million Changing Views directed by Stephan Wever for My Very Own collection by Mykita, Berlin

Berlin – Eyewear brand Mykita has slowed down the 3D printing process in a short film promoting its My Very Own (MVO) range.

Parametric design, 3D scanning and additive manufacturing techniques are used to tailor each pair of glasses to an individual’s unique facial structure
Directed by Stephan Wever, A Million Changing Views encourages viewers to stop and think about the technology from a different perspective

Speedy production times are one of the main benefits of 3D printing, but German eyewear brand Mykita isn’t concerned with how fast something goes from concept to finished product.

In a short film, the making process is slowed to reveal microscopic details that evoke the creeping erosion of rock by the sea or the delicate formation of ice crystals.

The glasses are constructed layer by layer, block by block to the exact specifications of the wearer’s face using scanning technology from 3D modelling company Volumental.

The Big Picture

Marketing is littered with tired buzzwords such as ‘heritage’ and ‘artisan’. To avoid falling into this trap, brands must be willing to constantly challenge their own identity. Find out more in our Anti-authenticity Marketing macrotrend.