Ryan Wesley Peterson
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🙌 Hands Free



💡 Summary:
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)











We made several feature specific :15s, & ‘longer’ <:60 sec films that weave together multiple key features into stories...




Working with fashion photographer Joshua Woods, we captured amazing stills for retail & social, showcasing how stunning RBMs look with these larger than life artists...










Finally, inspired by the hip-hop classic “Put Your Hands Where My Eyes Can See”, we put on the world’s first “hands-free show” in Busta’s home turf with no phones allowed, establishing RBMs as the best way to experience & share a moment without a phone getting between you & the action.  
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...  













                                                                                                                                                                                                                              

The free show was packed with fans, creators & press, extending our reach into a massive worldwide audience. Beyond work coming from the brand, the additional mix of organic social & creator parnterships made summer 2024 a massive hit for RBM.










👋 My role:

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
Now check out this stuff...




👋 Email me & stuff




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RWP Stuff™ 
 “It’s got to be RWP!”
xoxo