The Lens Test Drive




Agency: OgilvyOne

Client: Carl Zeiss AG Germany

Role: Art Direction / Concept / Screen Design (UX / UI)

Year: 2014 Germany


There are millions of amateur photographers in the world. And there are millions of lenses, with lots of complicated information about them. Wouldn’t it be great, if one could simply see what a lens does? But how to make the performance of ZEISS lenses visible – also without a camera?


The first digital test drive for analog lenses. From setting up the manual focus to changing the aperture. Animations and side-by-side-demonstrations make features and benefits USPs visible.



The App contains over 12,000 photos taken by ZEISS owners – straight from the ZEISS flickr community and arranged by lens and genre. As real proof.


1x Gold London International Advertising Awards 2014 ( Digital Navigation / Interactivity)
1x Silver Best of Business-to-Business Award 2014 (Digital Corporate)
1x Shortlist Cannes Lions 2014 (Mobile)

Overview - Gallery & Products

Gallery - People

Gallery - Studio

Studio - Details Informations

Product Overview

Product Site

Lens Cross Section

Lens Aperture

Manual Focus

Anti-Reflective Coating

Download the app free of charge from the Apple Itunes Store.

Or scan the QR-Code to install the latest build of the Lens Catalog directly on your iPad

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