Ray-Ban Meta (RBM) makes AI glasses combining iconic style & breakthrough tech. This is a peek at the work I led with our partners in Milan, increasing sales, improving the brand systems, & cementing RBMs in culture...
🍌 Super Bowl LIX
RBMs biggest campaign yet wasn’t for any regular ol’ bowl—it was for the Super Bowl—so we looped in super stars (two avengers, one momager, & one super expensive banana) to show how AI glasses help navigate the art world & get more from everyday life.
🗓️ When: 😍 For:
2025 Ray-Ban Meta (in house)
2025 Ray-Ban Meta (in house)
The campaign needed an arsenal of key visuals & stills, so we worked with legendary photographer Jack Bridgland to craft simple, telegraphic images that get your attention & connect to the overall campaign story...
Creative director—defining design language & key visuals, overseeing production, post, & quality control for out-of-home, film graphics, billboards, print, digital, & meta.com
📈 Result:
Metrics are under NDA, but the big game drew a record-breaking average of 127.7 million viewers in the United States (the most-watched Super Bowl & single-network telecast in TV history). RBM was a major part of the cultural conversation & we got a lot of love.
Metrics are under NDA, but the big game drew a record-breaking average of 127.7 million viewers in the United States (the most-watched Super Bowl & single-network telecast in TV history). RBM was a major part of the cultural conversation & we got a lot of love.
🧑🤝🧑 With:
Elmar de Jong, Giullia Prezzavento, Mariano Cassisi, Jenna Livingston, Brian Coate, Jorge Calleja, Brian Loehr, Rachel Mendelssohn, Nate Salciccioli, Ziphorahh Roxas, Chris Villarreal, Kathy Monahan, Amanda Clements, Tom Markham, Jenn Cook, & maaany others.
💅 Starring:
🎬 Partners:
Marv Studios, Matthew Vaughn, Jack Bridgeland, Special Guest, Buck, Final Cut
🙌 Hands Free
In the Spring & Summer seasons of 2024, we partnered with iconic arists Little Simz, Offset, Busta Rhymes, & Coi Leray, telling the story of how RBMs help folks live all in & hands free.
🗓️ When: 😍 For:
2024 Ray-Ban Meta (in house)
2024 Ray-Ban Meta (in house)
Working with fashion photographer Joshua Woods, we captured amazing stills for retail & social, showcasing how stunning RBMs look with these larger than life artists...
We designed the space in Brooklynn to honnor classic hip-hop music videos, & to be the perfect playground for our crowd to have fun learning how to use the free pair of RBMs they received...
Creative director—overseeing agencies in creative development, production, & post, & collaborating with talent & cross functional partners in product, comms, partnerships, legal, biz affairs, etc.
📈 Result:
The Ray-Ban Meta business continued to grow, surpassing targets with over 2 million units sold. This campaign acheved 1.3 billion media impressions, 800% social channel growth, a 17% lift in product awareness, & glowing press coverage, all thanks to marketing, social, & retail elevating the brand in culture.
🧑🤝🧑 With:
Elmar de Jong, Giullia Prezzavento, Andrew Amadeo, Daniel Ilic, Jorge Calleja Acuna, Frank Brooks, Brian Coate, Bianca Spada, Cris Scardino, Andrew Furth, Jonathan Shaffer, Rachel Mendelsohn, Filippo Chiumiento, Chris Smellie, Jessie Kitches, Valerie Gomez, William Chan, Kristin Crist, Savvy Bahrami, Christy J Sheffield, & Chris Villarreal
💅 Starring:
🎬 Partners:
Translation, Uncanny, Joshua Woods, Space & Time, 1st Ave Machine, Barking Own Sound, Special Guest, Vayner Media, & Viral Nation
🎁 Holiday
RBMs with Transition® lenses are the perfect gift, so for this global holiday campaign we leaned into high fashion with top models & light / dark motifs to cut through for retail, digital, & OOH.
🗓️ When: 😍 For:
2024 Meta (in house)
2024 Meta (in house)
Creative director—overseeing agencies in creative development, production, & post, & collaborating with talent & cross functional partners in product, comms, partnerships, legal, biz affairs, etc.
📈 Result:
Specific seasonal metrics are under NDA, but overall the Ray-Ban Meta business continued to grow, surpassing targets with over 2 million units sold.
🧑🤝🧑 With:
Elmar de Jong, Giullia Prezzavento, Andrew Amadeo, Daniel Ilic, Jorge Calleja Acuna, Brian Coate, Andrew Furth, Hayley Lee, Filippo Chiumiento, Savvy Bahrami, & Chris Villarreal
💅 Starring:
🎬 Partners:
Jack Bridgland, Special Guest, Builders Club
😎 Brand Library
We refreshed the RBM design system & developed a vast library of lifestyle videos, photos, & product renders that help tell the benefit story across every possible touchpoint. It was 9+ companies, 80+ person crew on set, 2,300+ deliverables, 1 dog, & 100% stoke
Although, the 9 hour time difference between CET & PST... there is no sweet spot for that.