Ryan Wesley Peterson
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🍌 Super Bowl LIX



💡 Summary:
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)








My friends Jenna Livingston & Mariano Cassisi came up with the fish out of water concept & wrote the scripts, then we partnered with superstar filmmaker Matthew Vaughn to direct & produce the films. Two films ran at key placements during the big game, entering millions of living rooms around the world, & six additional films extended the capmpaign after the game on digital & social... 





We also created multi-screen video billboards in Times Square & around NYC to play before the big game revealed the full films. These needed to stand out in hyper cluttered contexts, work with no audio, & be just 15 secs, so we focused on the most iconic shots that made our RBMs (& super-stars) super-huge, & crafted a visual system that felt simple & premium no matter which side(s) you watched from...









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...


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