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Amsterdam-based eyewear brand Ace & Tate have launched me myself & i, a new creative direction for the brand which moves the focus from their frames to the faces behind them.
The campaign examines six complex and incredibly unique characters and the different sides of their identities. Through their stories, the brand encourages us to look at many different aspects of ourselves, to be whoever we want to be, whenever we feel like.

The campaign - which is Ace & Tate’s biggest to date - seeks to break down the barriers that currently surround optical purchases, encouraging people to not be defined by a single frame over a long period of time. In doing so, the project celebrates a universal truth: we are complex beings made up of many thoughts, constantly changing feelings, urges, wants, needs, likes, dislikes - and that is what makes us uniquely individual. So WE ARE Pi decided to use social workers and DJs instead of influencers to launch first global campaign. The six characters fronting the advertiser’s ‘Me, Myself and I’ push, which looks to encourage consumers to look at different aspects of themselves and not be defined by a single style of glasses, include a British furniture designer, a Swedish social worker and a German DJ.

Over the course of 2018 they will explore the concept of identity in a variety of ways, working with other inspiring
names, partners and collectives who give them an insight into what makes us all so beautifully complex. People and their stories will always take centre stage.