The Manifesto campaign

In a world that moves en masse, following your own path has become a radical act. With our new Manifesto brand campaign, we at ic! berlin celebrate unconventional thinking, authentic independence and the precision that defined us since we were founded in 1996. We have never been a brand to follow the rules. Not when we pioneered the screwless hinge; nor when we transformed stainless steel into exceptionally light-weight frames. And certainly not now. In a world where following trends has become the norm, our Manifesto campaign invites you to re-write the script.  

Jacopo Di Cera, an Italian photographer and digital artist born in Milan, captures the spirit of those who move with intention rather than conformity. Through a visual language that is precise, direct and quietly defiant, Di Cera translates our design philosophy into a broader cultural statement: true originality is not about changing who you are, but about choosing how you move through the world. 

“Change the direction, not the destination” becomes the central idea of the campaign, a call to think differently, act deliberately and challenge convention without losing sight of your purpose. For us, this message is more than a campaign line. It reflects our DNA: screwless construction, uncompromising craftsmanship, technical innovation, performance and unconventional thinking. Every frame is designed for people who value self-expression over imitation and precision over excess.

The campaign features three models wearing distinctive ic! berlin styles, including the sunglasses Bacall and Rhenium, and the optical frame Thilo. Each visual is presented as a pairing: a zoomed-out image provides context, atmosphere and direction, while a close-up brings the eyewear into focus, highlighting the construction, silhouette and character of each frame.