Spectacles sit squarely at the intersection of consumer electronics and fashion. They are a toy. To overcome years of preconceptions around what smart-glasses could be and do, every aspect of the Spectacles design and branding -- from the frame design, to product packaging, to UI experience in-app, to marketing campaigns and distribution strategies -- was carefully considered.

Some examples:

Spectacles are colorful sunglasses meant to be worn outside, while having fun with friends. Their packaging is full of surprises, like a ghost-shaped cleaning cloth.

They are sold through friendly, yellow Snapbots vending machines that let you experience the human eye perspective that Spectacles capture, virtually try-on different colors and, perhaps most importantly, meet you in locations that immediately inspire snapping.

The supporting marketing campaign emphasized the product and the person wearing them to reflect the idea that anyone in our community could wear these and have their own experiences with

At launch, Spectacles were sold exclusively through Snapbots. Snapbots appear for as little as a few hours or as long as a day in a location that require consumers to get up and go on an adventure to purchase our product.

Fans learn where the Snapbot will “land” on Spectacles.com via a countdown timer and @Spectacles Twitter. When the clock hits zero, the next location appears on the map and a photo of the Snapbot in its new location is tweeted. Then, the race to a Snapbot is on! Each Snapbot holds a finite amount of product for sale.

Thousands of locations have been vetted to host a Snapbot, with about 100 selected. At these surprising locations, consumers could engage with our brand through our Snapbot and explore the world with us.

The product launch campaign has received over 75 billion media impressions, generating approximately $54.8M advertising value equivalency, across 27,000 news stories.

Just under 7M unique visitors have come to Spectacles.com following the launch. About 35% of these visitors have regularly returned to chase the Snapbot across 81 different locations. The Snapbot Twitter pictures have received 3.5M impressions and

Most importantly, Spectacles have been used to create over 8 million snaps, which have been viewed more than 1.2 billion times on stories in Snapchat.

Spectacles are the first physical camera by Snap Inc. The sunglasses’ built-in video camera captures life’s moments from your perspective -- with the tap of a button.

The Spectacles design, marketing campaign, and distribution strategy work seamlessly to inform the Spectacles brand -- unexpected, fun and approachable.

Spectacles are distributed through “Snapbot” vending machines “landing” in surprising locations that inspire snapping — from Times Square to the bottom of the Grand Canyon. Spectacles billboards and airport trays could also be found, accompanying you on your journeys.

Spectacles have redefined the wearables, fostering global admiration and curiosity.

While working through early design concepts, the Spectacles design team envisioned a product for 17-22 year olds, students and young professionals. The product would be unisex, so it was important that it look good on all genders as well as ages -- because even though we designed with a demographic in mind, capturing life’s moments from your own perspective can be universal.

Much of our marketing creative has been made intentionally simple -- product on people for the most part -- because our product truly is for everyone.

Snap Inc. (formerly Snapchat) is a camera company; current brands include Snapchat and Spectacles. Snapchat fosters fun, curiosity and spontaneity. Spectacles, the first physical camera to come out of the company, capture similar brand attributes.

Our goal was to introduce camera-glasses to the world that, while technically sophisticated, could be embraced as a toy -- a product perfect for exploring with friends out in the world. To execute on this, the team considered every aspect of design, packaging and marketing to create a brand that was approachable, unexpected and fun.

We also wanted to help consumers make an immediate connection between the product and the unique type of content the camera could create.