For the third edition of its “IRIS, It’s Me” campaign, IRIS welcomes a new, well-known face: Karine Vanasse.  But alongside her, the brand is also staying true to the people who have been at the heart of the campaign since the very beginning: its own employees. This collaboration is no coincidence.

For the past three years, IRIS has chosen to focus on its greatest asset: the people who work there. With the “IRIS, It’s Me” campaign, real members of the IRIS teams: optometrists, opticians, staff members, and executives from across Canada, step in front of the camera and, for the duration of the campaign, become the face of the brand.

Why?  Because before it’s a logo, stores, or a pair of glasses, IRIS is about people.

The real faces behind the brand

Choosing to feature its own employees rather than relying solely on professional models is a decision that goes far beyond image.

Every person featured in the campaign has their own story, personality, and journey at IRIS. These are the faces patients might encounter in-store. They advise, support, listen, and contribute to the IRIS experience every day.

Placing them at the heart of the campaign allows us to show the brand as it truly is: human, passionate, refined, and visionary.

And it is precisely this authenticity that gives full meaning to “IRIS, It’s me.”

Karine Vanasse: A Choice That Came Naturally

For this third edition, a new face is joining the “IRIS, It’s Me” campaign: Karine Vanasse, as the brand’s ambassador.

A choice that came naturally.

Beyond her fame, Karine perfectly embodies the four key attributes that define IRIS: Refined. Visionary. Passionate. Human.

Refined through her natural elegance and her style, which is both contemporary and timeless. Visionary in her choices and in a professional career marked by boldness. Passionate about the projects she chooses to champion. And deeply human in the way she communicates and connects with others.

More than just a familiar face, IRIS was looking for a personality capable of naturally embodying its identity, someone who resembles the brand rather than someone who merely represents it.

An ambassador… among ambassadors

Karine Vanasse’s arrival, however, does not change the essence of “IRIS, It’s Me”. Rather, it reinforces it.

In the campaign, the actress and host doesn’t take the place of the employees, she joins them.

Perhaps that’s where the true strength of the concept lies. On one hand, a well-known ambassador who helps raise the brand’s profile across Canada. On the other, our employees who bring IRIS to life every day.

Together, they tell the same story.

The story of a brand that believes style can be refined without being inaccessible, that innovation must remain deeply human, and that the best ambassadors are those who truly share its values of passion, honesty, and respect.

Because IRIS is them, too

Choosing employees as models also sends them a powerful message: you’re not just behind our brand, you are our brand.

Ever since the first edition of “IRIS, It’s Me”, their presence in front of the camera has allowed us to celebrate their professionalism, their personality, their passion, and their contribution to IRIS’s success.

And behind every polished image in the campaign lies something very real: a person who, once the photo shoot is over, returns to their team and their patients.

With Karine Vanasse by their side, this third edition of “IRIS, It’s Me”, takes this idea of the intersection between fame and authenticity, style and humanity, image and reality, even further.

Because behind every gaze, there is a person. And behind IRIS, there are people.

Meet the faces of the “IRIS, It’s Me!” campaign

We’re proud to introduce the members of the IRIS family who are participating in this campaign and who, through their dedication and passion, embody the very essence of our brand:

•    Mylène Lalancette, Optician, IRIS Dolbeau

•    Clémentine Liottard, Optometry Assistant, IRIS Québec

•    Antoine Cros, Traveling Optician, Montreal Region

•    Jérôme Rocher, Optician, IRIS Hochelaga

•    Nancy Bachkhandji, Optician, IRIS Laval

•    Karine Dion, Regional Director, Saguenay–Lac Saint-Jean

•    Nia Chin, Optometry Assistant, IRIS Oshawa

•    Michelle Thach, Optician and Owner, IRIS Kitsilano

•    Keagan MacDermid, Graphic Designer, Corporate     Headquarters

•    Kristelle Olesko, Optician Manager, IRIS Vancouver