This work was all about blending one of the most iconic luxury eyewear brands in history with one of the biggest tech companies in the world in a seamless and stylish way. The glasses themselves are a fashion accessory, but are also so much more than that. So we had to position this product in a relatable, yet elevated and artful way. Erykah Badu and Coco Gauff are both style icons in their own right, so we leaned into their expressive style to treat the Smart Glasses as not only “wearable tech,” but also glamorous fashion statements.

Despite Ray-Ban Meta (RBM) 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.

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 Grammy Award–winning artist Erykah Badu. The film reveals a side of Erykah that the world isn’t used to seeing. As she talks vulnerably and honestly about her life away from the stage, her Ray-Ban x Meta Smart Glasses help her master the Art of Downtime.

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.

Although the tone of each of these films was very different, our intention was the same – to make these as authentic to the talent as possible.

We collaborated closely with both Coco Gauff and Erykah Badu to craft docu-style films that were true to their vibe and their voice. Through a series of interviews and creative conversations, we landed on a place where our directors and production teams crafted worlds that felt genuine to the style and attitude of each of these icons. As for the voice-overs, instead of reading a script or conducting rigid interviews, we recorded authentic conversations with them and used soundbites to create the narrative bed for our films, so they felt as natural as possible.

During Meta TEAL’s 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. We achieved organic reach of 22.6 million and garnered 286.5 million social impressions.