Seeing the Difference: When Performance Starts with Vision

Last week, the Indiana University School of Optometry shared a story that was created in partnership with the Indiana University Office of Communications and Marketing, centered on Fernando Mendoza.

A National Champion and Heisman Trophy winner, Fernando was competing at the highest level without realizing his vision was off. A routine eye exam changed that.

A routine eye exam changed that.

Farsightedness, or hyperopia, is something many people live with without knowing. It shows up subtly—eye strain, fatigue, difficulty focusing—symptoms that are easy to adapt to and even easier to ignore. Over time, it becomes normal.

Until it isn’t.

When the IU team came to us with this story, the goal was to connect performance to something more fundamental. Not just athletics, but how vision impacts the way we show up in school, at work, and in everyday life.

This idea shaped how we approached this shoot.

We had about an hour with Fernando to capture both the interview and his eye exam. It was a tight window that asked us to be present and on our toes.

Rather than constructing a moment, we focused on documenting what was already happening and staying responsive.

In partnership with the IU Optometry team, we captured Fernando’s final eye exam as a Hoosier.

Since filming, Fernando has taken another step forward, selected No. 1 overall in the 2026 NFL Draft and signing with the Las Vegas Raiders. Performance at the highest level is often shaped by details that go unseen.

This project is also a reflection of the kind of partnerships we value. Working with teams like IU Optometry and IU Marketing and Communications allows us to move quickly when opportunities like this come up and to tell stories that are both timely and meaningful.

We’re grateful for the trust to help bring this one to life.

The Blueline Team

PS. If you’re thinking about how to tell a story that connects with real impact, we’d love to start the conversation.