Ace & Tate: Bring on the Sun by Base Design

Ace & Tate has just dropped its summer sunglasses collection but – plot twist – the majority of the ad campaign features no eyewear at all.

‘Bring on the Sun’ features new hues and a wide range of frames, but in a bold move the brand has put emphasis on the functionality of sunglasses rather than their aesthetic.

It works because it resonates. Everyone knows the feeling of squinting as the sunshine hits your face. The photographs play on the excitement that the upcoming sunny weather brings, while setting the brand apart from an influx of competing eyewear retailers.