NEW YORK—Pearle Vision has launched the latest installment in the award-winning Small Moments campaign, a cinematic mini-movie titled “Maya,” in which a young Indian girl goes from feeling like an outsider to a more confident young woman with the help of a Pearle Vision eyecare expert. “Maya” continues Pearle Vision's strategy to showcase the “small moments” that form trusting relationships between the brand's eyecare experts and their patients, according to a recent announcement. The agency Energy BBDO created the “Small Moments” campaign, and the team hired acclaimed filmmaker Samir Mallal to direct the new Maya installment.

The director of photography on the ad is award-winning cinematographer Andrij Parekh, who won an Emmy for his work on HBO's “Succession.”
“At Pearle Vision, we take pride in our 60-year commitment to care from the exam room to the retail floor. Maya is a wonderful depiction of how our team really takes the time to care for the person behind the eyes,” Doug Zarkin, vice president and chief marketing officer for Pearle Vision, said in the announcement. (VMAIL reported on an earlier installment in the campaign, “Olivia,” in August 2018.)
In conjunction with the latest installment "Maya," Pearle Vision also will launch "Eyes On The Prize," a two-part social media web-series in which it teams with renowned parenting and youth development expert Dr. Deborah Gilboa, The New York Times Best-Selling Author Kelle Hampton and star of the breakout web-series “Quick Fix” actress Tia Mowery for a live, informative online conversation and Q&A.
The discussions will cover the upcoming school year and advice for parents on how to work through the impact the past 18 months has had on mental and physical health, including the impact of further delaying annual wellness items such as an eye exam.
“Experts believe that approximately 80 percent of learning comes through a child's eyes,” Zarkin said. “So, the importance of an annual eye exam is truly a pathway to unlock a child's potential.”
Part 1 of the web-series will be live on Instagram at 5:00 p.m. (EST) Sept. 9 with Dr. Gilboa talking to Kelle Hampton.
Part 2 of the web-series will be live on Instagram at 5:00 p.m. (EST) Sept. 14 with Dr. Gilboa talking to Tia Mowry. Access to the live events can be found on either Tia Mowry (@TiaMowry), Dr. Gilboa (@askdrg), and Kelle Hampton's (@etst) Instagram accounts.
“I'm thrilled to partner with Pearle Vision to help support moms as we navigate the complex challenges of returning to school during a pandemic and after a collective stressful year,” Hampton said.
“Joining Pearle Vision on their ‘Eyes On The Prize’ web-series I believe will offer parents more support to help them create a plan for themselves and with their children to navigate this new normal just a little easier,” Gilboa added.
“Mental and physical health is something I have long been passionate about,” Mowry said. “With my son's recent diagnosis of vision acuity issues, joining Pearle Vision's ‘Eyes On The Prize’ web-series is a fantastic opportunity to openly discuss the challenges today's parents are facing head on as we head into the heart of the fall 2021 school year. They say it takes a village, and I'm proud to lend my voice and experiences to the discussion.”