LIVE ALL IN with Ray-Ban Meta Glasses
RAY-BAN META
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CHALLENGE
Ray-Ban Meta Smart Glasses are a new, wearable technology that allows users to listen to music, make calls, take photos and videos, and ask multi-modal AI questions — all with their phones in their pockets and their heads up. They provide a groundbreaking way to experience the world, incorporating intuitive tech into everyday actions and scenarios without requiring wearers to compromise on style.
But the form factor is so new that many consumers don’t innately understand the true value of these devices or see themselves as likely users.
GOAL
Our goal was to drive consideration for these products by demonstrating how the glasses empower users to perform tasks hands-free, turning the ordinary into the extraordinary.
solution
We partnered with creators from a range of subcultures and interest groups—spanning sports, filmmaking, fashion, art and beyond—and equipped them with smart glasses to show how they used the product every day to enhance their experience, their hobbies and their lives.
We enlisted 27 social media influencers whose content and social presence had the potential to reach priority audiences, stir social engagement and embody the brand’s message: LIVE ALL IN. These creators, whether going big or simply living in the moment, were tasked with demonstrating the ease, functionality, and style of RBMs.
Through their eyes, “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.
Some of our favorite pieces
A look into our creative process
We crafted concepts bespoke for each creator.
We began by concepting a reason why the creator would genuinely benefit from using a feature of the glasses—and we pushed that experience just beyond the ordinary. Each scenario showcased the product's unique role in enhancing a creator's ability to live every moment to the fullest.
We collaborated with creators to tailor and personalize their stories.
We hit the sweet spot—blending the creator’s natural style with the best use of specific product features. We ensured that creators were empowered to tell stories authentic to their personality, aesthetic and ethos. The final outcome had to look and feel like something they would be proud to post on their own.
We designed an easy-to-use rig to elevate storytelling while seamlessly highlighting the product's features and style.
The “SpecialRig,” as we called it, was designed specifically for creators, providing a lightweight and 3D-printed solution for social-first (vertical format) video creation that’s both functional and affordable. It easily attaches and detaches the Insta360 camera, which shoots in stunning 2.7K, while maintaining a clever angle that keeps the rig hidden from the Ray-Ban Meta glasses.
The rig enhances the shooting experience by enabling seamless transitions that align perfectly with edits. It captures every detail—from picking up the glasses and putting them on to gestures like pressing the capture button or tapping on the side—showcasing the entire creative process.
Along with the rig, we sent each creator a Bespoke Box—a personalized toolkit to help them bring the concept to life.
We provided guidance as each creator shot and edited their own content.
We provided direction in pre-production to set them up for success, aid them in how to use the product, and guidance in the edit process. Creators posted their content across several of their own platforms, including Instagram, TikTok, and YouTube—selecting the platforms that make the most sense for their following and bespoke concept.
RESULT
Creative freedom works! Audiences know when content feels authentic and true to a creator’s style, and they respond positively to it.
Across platforms like TikTok, Instagram, YouTube, and more, we created over 99 pieces of content.
As the result, we reached…
VIEW
This project contributed to a 13% of all Ray-Ban Meta Sales during the initial stages of the campaign, boosted brand perception two points, and product consideration six points.
Setting off a viral trend
We had a hunch that people would like to capture content in a mirror...
We were right. Creators found the glasses completely on their own and started posting. Million were introduced to the glasses through this trend.
To capture the energy of this trend and own it, we identified creators who could amplify the trend while ensuring full brand visibility. Bringing the glasses to rising stars like...
As people connected with the product and its use cases, we sold out the Gen 2 launch. All while staying true to both the Ray-Ban and Meta brands.
