With the awareness challenge in mind, Ray-Ban Meta asked us to create a Tier 1 talent campaign with the objective of inspiring people to see how RBM can truly offer value in their everyday life. Our goal was to show that RBM enables more presence even in the lives of “main characters” driving culture today. For performers like athletes and musicians, the RBM Smart Glasses can remove barriers between working and expressing – freeing up their hands to let them stay fully present in their process while they share their unique perspective on their craft with fans. Our strategic platform, “Presence in the Process,” inspired how we offer a peek behind the curtain to their everyday process and showcase the ways RBM helps them recharge during their moments of downtime, while fueling how they seize their next big moment.

Colombian superstar Maluma, a.k.a. Don Juan, prepares for a sold-out concert at MSG with his Ray-Ban x Meta Smart Glasses. He begins by streaming music directly from the glasses, putting himself in the right mindset for one of the biggest shows of his career. In theme with the glasses, and Maluma’s Don Juan persona, a quote appears from the epic poem Don Juan, “Be not what you seem, but always what you see,” emphasizing the importance of perspective. As a payoff to the quote, there’s a quick montage of shots representing what Maluma “seems” to be. But as he waits for the curtain to draw, and hits the record button on his Smart Glasses, we transition to a 1st-person view of what he actually “see[s]” ... an arena of fans, singing his words back to him; a moment we can now all experience from his perspective.

Maluma's content generated 195.6 million organic and paid social impressions and garnered 418,000 total engagements.During our 2023 social-first campaign, there was an impressive +370.3% surge in total mentions, garnering 15.2K mentions organically. We found that sharing video content was a major driver of this increase, although outcomes varied depending on factors like creator, asset type, and posting frequency. Additionally, we learned that testing and creating content batches are crucial for boosting engagement, taking into account platform preferences.