ROLE: ART DIRECTION
CLIENT: RAY BAN X META
The Art of the Moment
During my experience with the AAF's 2024 Most Promising Multicultural Students program, we were split into seven teams for a pitch competition. We were given a week to develop a campaign before landing in New York City to pitch our work to Dentsu leadership and the Meta client. (P.S. my team won the competition!)
THE BACKGROUND: Smart glasses occupy a weak position in content creation culture due to being unaffordable and being viewed as a novelty.
THE ASK: Create a campaign to achieve a positive brand preference for Meta, as well as drive efficient product & software sales of portfolio for Ray-Ban Meta Smart Glasses in the U.S.
THE IDEA: People want to capture the significant moments in their lives, and they want to share them as well. However, it comes at the cost of interrupting reality to do so. Ray-Ban x Meta makes it easy for creators to authentically share their labor of love from a raw, first-person perspective, without pressing pause on life.
We're partnering with a variety of different creators across the U.S. to follow their journeys in some of the most anticipated events. From shredding up the skateboarding stage at the Summer Olympics to mixing beats on stage with the Boiler Room, we're letting these beloved figures showcase their craft, behind-the-scene moments, and POVs through the Ray-Ban x Meta Glasses.
Street-level wall ads feature NFC tags that redirect to the Ray-Ban x Meta Instagram page, where more POVs captured on these glasses are shared.
To tap into Meta's ecosystem and social search capabilities, we created a built-in explore tab to push Ray-Ban x Meta content from our creators, encouraging them to share their POVs and soak in content from others.
