We led creative for the spring/summer launch of Ray-Ban Meta’s next-generation smart glasses, which blend the iconic Ray-Ban design with Meta’s advanced technology.
Our task was to elevate these smart glasses from a product into an essential companion for modern, connected living that gets eyes off screens and on experiences. We wanted to educate potential customers by demonstrating the ways Ray-Ban Meta glasses allow users to keep their heads up and live in the moment—incorporating intuitive tech into everyday actions and scenarios without compromising on style. By grounding the product in relatable moments, we demonstrated how the glasses empower users to perform tasks hands-free, turning the ordinary into something extraordinary.
“LIVE ALL IN” became the rallying cry of the campaign, encapsulating the idea of fully embracing life without being tethered to screens. It’s not just about leaving your phone in your pocket—it’s about seeing the world more clearly, staying present and engaging with technology as a tool rather than a distraction.
To bring this message to life, we collaborated with Charles Todd, a director at Scheme Engine, to create a hero spot featuring a young woman capturing memories, connecting with friends, and translating text—all hands-free with her smart glasses.
Our social strategy focused on educating audiences by collaborating with creators who embodied our target audience’s lifestyle. These influencers unpacked the glasses’ features in engaging, authentic ways that traditional media couldn’t achieve. Their content demonstrated how Ray-Ban Meta glasses enhance everyday life, aligning with “LIVE ALL IN” and reframing smart glasses as an accessible, stylish asset rather than an intrusive device.
We delivered 99 content pieces, generating more than 57 million views, of which over 20 million were organic.
With “LIVE ALL IN,” we positioned Ray-Ban Meta not only as an innovative tech accessory but as a stylish, powerful tool that lets users engage with life on their terms. This campaign set a new standard for merging iconic legacy fashion with technology that enhances every moment.
