See Beyond

Polaroid Eyewear launches the new See Beyond digital communications campaign for the latest Spring/Summer 2019 collection. Italian singer Fedez is the face of the new campaign, along with his double Francesco Vinci, AKA Axenzio. In the viral video posted to the Stories of Fedez’s official Instagram profile, whose setting is Fedez’s home and surroundings, Federico and his lookalike follow the artist’s daily routine and carry out his everyday activities.

The whole story is tinged with irony, as Fedez’s double appears to have stolen the show: he drives his Lamborghini, wears his clothes, lives at his home, uses his gym, and gets mobbed by his fans. But what is really happening?

With this video, Polaroid plays with reality, featuring Fedez, and his double, in a playful, ironic way, to see beyond the already seen. Only by seeing beyond, in fact, does one realize that the first to appear in the video’s five scenes is not the real Fedez. Only by seeing beyond, can one see reality in detail. The same detail that Polaroid Eyewear allows you to perceive with superior clarity, thanks to the brand’s legendary polarized lenses, an invention that changed the world of technology and optics.