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. We closely collaborated with the youngest Women's US Open Champion, Coco Gauff. With eyes on her to constantly perform at the highest level on the court, by using Ray-Ban Meta Smart Glasses we got an authentic and thoughtful film that celebrates and showcases a side of her that her fans aren't used to seeing.

Despite Ray-Ban Meta leading the market, the Smart Glasses category is still brand new. People are not yet aware of the everyday value they would get from Smart Glasses. Additionally, there is an underlying tension between consumers and technology in today’s society. Many find wearing face technology distracting as they don’t see how smart glasses would fit into their daily lives.

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.

For this brief, we focused on key tastemakers within sports and music who are writing, creating, and contributing to the broader fan culture. Fans in both sport and music place a premium on access to their idols’ process. Being able to see how they work from their unique perspective provides invaluable inspiration and value-add for the fan experience, making audiences and performers more connected than ever before.

Ray-Ban x Meta’s latest generation of smart glasses give you the ability to stay fully present in your moment. For our favorite athletes, staying present during downtime is just as important as training. It provides them with the energy and inspiration they need to perform at the highest level. In this film, we get an inside look into the world of tennis sensation Coco Gauff’s downtime. The film reveals a side of Coco that the world isn’t used to seeing. As she talks vulnerably and honestly about her life off the court, her Ray-Ban x Meta Smart Glasses help her master the Art of Downtime.

To pull this off, our films had to feel less like branded content, and more like an authentic diary entry that came right from the heart. We shot the film in Coco Gauff's hometown of Delray Beach, and collaborated closely with her and her family to get it right. Some of the footage she self-shot on her own downtime with the Ray-Ban Meta Glasses, and we supplemented her footage with a world our art directors and production designers created to feel like a peaceful break from the high-pressure world of tennis.The voice-over was built entirely with real interview sound bites after an open and honest conversation with Coco, and wasn't a written script.

This social-first campaign capitalized on the power of key tastemakers in sports and music. We focused on creators who actively contribute to fan culture and share their creative journeys. Fans crave a glimpse into the lives of their idols. By showcasing the behind-the-scenes process through video content (a major driver of engagement in this campaign), we provided a valuable add-on to the fan experience. This unique perspective inspires and connects audiences with their favorite artists and athletes on a deeper level, as reflected in the impressive 370.3% increase in mentions (15.2K organic mentions) and an organic reach of 22/6 million.