1001 Optometry has launched a new campaign to raise awareness about eye health and encourage early diagnosis of eye conditions, which are said to be preventable in 90% of cases.

The campaign, titled 'The Hidden Eye Test', was created in collaboration with VML and AI artist Prospex Park.

The campaign utilises outdoor advertising featuring hidden messages that are only visible to individuals with impaired vision. These messages prompt viewers to visit 1001 Optometry for a professional diagnosis. The hidden text is designed to indicate potential vision issues such as near-sightedness, far-sightedness, and early signs of conditions like cataracts or glaucoma.

Advertisements are being distributed across billboards, social media, and retail channels, each targeting different vision conditions. The campaign also seeks to raise awareness of serious health issues such as diabetes, where impaired vision can serve as an early warning sign.

The development of the campaign involved advanced AI capabilities, combining elements such as composition, colours, contrast, models, wardrobe, foreground, and background to create the hidden messages. AI artist Prospex Park employed several AI tools and workflows, including ComfyUI with the Flux model, Stable Diffusion model, and MidJourney, to create the campaign visuals.

Retail and Optometry Director at 1001 Optometry, Edward Lee, said: "With nearly half of Australians affected by eye conditions that are often preventable through early diagnosis, we sought to create a campaign that forces people to reevaluate their eye health. ‘The Hidden Eye Test’ is a wake-up call. This isn’t just a campaign—it’s a movement to improve and protect Australia's eye health for the future. Too many Australians wait until their eyesight has significantly declined before seeking help. We wanted to create something that would make people confront their eye health, take action, and book a test before it’s too late."

The campaign took almost a year of research and development. Creative Director at VML, Jack Delmonte, said: "This campaign is the first eye test where if you pass, you fail. Going beyond the brief of simply telling people to book an eye test, we created an interactive experience that lets people recognize potential vision issues firsthand on their daily commutes. So many of us overlook the importance of eye health until it’s too late, this campaign bridges that disconnect by providing a fun, engaging way to highlight the issue. It’s a powerful way to drive action and they look so much sexier than your stock standard eye chart, right?"

AI artist Prospex Park explained, “I combined several AI tools and workflows to achieve the final illusion. That included using ComfyUI with the Flux model, trained on my own artwork, along with an older Stable Diffusion model originally designed for embedding QR codes into images, and MidJourney to generate high-quality photoreal imagery. Final touches, including retouching and compositing, were done by hand in Photoshop to refine the visuals and maintain my artistic style.”

1001 Optometry, formerly known as 1001 Optical, has been providing optometry services for over 30 years, offering comprehensive eye care and a range of eyewear products.