Joaquin Phoenix Is the Face of Gentle Monster's Intelligent Eyewear

Summary

Gentle Monster has tapped Joaquin Phoenix to star in its first intelligent eyewear campaign, directed by Jonathan Glazer.

The surreal film follows Phoenix through a mysterious hotel where intelligent eyewear becomes a tool for communicating with the unknown.

Pre-orders open November 12, followed by a public preview in New York City from November 13 to 23.

Gentle Monster is entering the world of intelligent eyewear, and it’s enlisted Joaquin Phoenix and filmmaker Jonathan Glazer to introduce its latest venture.

The South Korean eyewear brand has unveiled the first teaser for its upcoming campaign film, which explores the relationship between humanity and technology through a surreal narrative that blurs the line between reality and illusion.

Directed by Glazer, best known for The Zone of Interest and Under the Skin, the film follows Phoenix as a salesman navigating a mysterious hotel where increasingly bizarre encounters begin to distort his perception of reality. As he comes face-to-face with unfamiliar entities, Gentle Monster’s intelligent eyewear becomes a tool for communication, allowing him to understand and interact with a world that initially seems incomprehensible.

Rather than taking a conventional approach to showcasing the technology, Gentle Monster places its capabilities at the center of the film’s narrative, exploring how intelligent eyewear could change the way people communicate and experience their surroundings.

The campaign marks a new chapter for Gentle Monster as it expands beyond traditional eyewear into wearable technology, bringing its experimental design language into a new product category.

The full campaign film is set to premiere later this month, with pre-orders for the Intelligent Eyewear Collection opening on November 12. A public preview will also take place in New York City from November 13 to 23, with registration available through Gentle Monster’s official website.