Berlin-based eyewear brand Haffmans Neumeister quickly became a fixture among luxury opticians worldwide after their 2016 launch. Their meticulousness in materials, design, and custom-built tools set their frames apart. But relying solely on resellers to tell their story left little direct connection with the audience they most wanted to reach: detail-driven, design-minded geeks who champion craftsmanship.
Immersing into the intricate minds of art director Butterscotsh Isle, fine artist Yué Wu, visual artist Quentin Deronzier, creative polymath Masta Lee and cultural connoisseur Malcolm McNeil, The Art of Geeking is a short documentary series that celebrates their innate urge to look further than most and a common passion for discovering beauty in the unexpected. True geeks are hard to find, and Haffmans Neumeister admires those with a disposition for the niche and quirky. As a company that spent decades refining techniques to manufacture the most exquisite eyewear, they understand that geeking takes perseverance and goes well beyond the complacency of achieving initial goals. Never ending, geeking is a lifelong pursuit.
Each film in the Art of Geeking explores the unique perspectives and research practices that propel the works of these celebrated artists and creatives.
Concept
Talent Curation
Content Creation
