Ray-Ban x Meta Smart Glasses let you share your perspective like never before, by capturing video, hands-free, directly from your lenses. It’s this uninterrupted, 1st-person approach to filming that lets the observer stay present in their moment, while giving the audience an authentic view into it. To demonstrate, we gave the glasses to one of the biggest Latin artists, on the biggest night of their tour, letting them capture a career-defining moment without interruption. Thanks to these glasses, not only the artists, but WE the audience, can relive that moment just as they witnessed and filmed it.

When smart frames were a completely new product category, our challenge was to create a campaign that didn't just explain why they'd seamlessly integrate into people's lives, but also how they'd do it. We needed to shift the perception from "Why would I wear a computer on my face?" to "Wow, I need Ray-Ban Meta Smart Glasses – right now!" To achieve this, we leveraged the power of globally beloved artists and athletes. This strategy helped us penetrate the market and fully address both the "what" and the "why" of Ray-Ban Meta glasses. We showed that in our constantly distracting world, these glasses empower users with the focus they need to achieve their goals.

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.

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.

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.