The launch of The Impossible Camera made people see their eyes as the most powerful device they'll ever own. With specs boasting 576 megapixels, 50x autofocus per second, and a 1,000,000:1 dynamic range, it seemed like the ultimate next-gen gadget—until the reveal: the specs weren’t for a camera, but for the human eye. Promoted like a must-have product, this campaign from the American Optometric Association tapped into the upgrade culture of Gen Z and Millennials—showing them that while they obsess over new devices, they often overlook the tech that matters most: their eyes. What began as a product launch became a cultural wake-up call—driving a surge in eye exams and shifting how a generation sees eye care.