Optrex "Screen eyes" by Havas London

Black Mirror director Owen Harris is behind a surreal TV ad for RB eye care brand Optrex that is eerily relevant to modern tech habits.

The spot raises awareness of "screen eyes", a dry feeling in your eyes that can occur from looking at screens for a long period of time, and promotes Optrex’s ActiMist 2in1 Dry + Irritated Eye Spray. In the world depicted in the ad, people have developed eyes the shape of screens while going about their everyday lives. It was written by Jade Andrews, art directed by Masha Shukkore, and directed by Lee through Outsider.