ray-ban

AAF: 2024 MPMS - NEW YORK CITY, NY

THE ASK

Increase awareness and drive sales of their new Meta Smart Glasses.

Position this new product in a way that would resonate with early adopters
Help transition smart glasses from niche gadget to mainstream wearable tech
Create a connection with a younger audience (Millennials + Gen Z)

THE problem

Smart glasses as a category are still underdeveloped and misunderstood.
The main issue wasn’t a competing brand…

it was that most people don’t even think about smart glasses to begin with.

Key challenges:

High price point = hesitation to try
Privacy concerns with cameras/mics
Unclear use cases in daily life
Seen as “cool tech” but not essential
Overlap with devices consumers already own (phones, earbuds, etc.)

So the real competition? Consumer apathy and lack of adoption.

We began by looking at the cultural and generational behaviors of our audience:

Gen Z is tech-savvy, but they crave real-life experiences and authenticity, but also document those experiences for social media.
Millennials value tech that supports their lifestyle. They love storytelling, trust peer recommendations, and prioritize experiences over stuff.

We reviewed:

Market research on generational behavior
Current competitors like Apple Vision Pro, Snap Spectacles, Amazon Echo Frames
Ray-Ban’s heritage in fashion + style credibility
The product’s unique selling points: Meta AI, livestream POV, stylish frames, voice control

THE process

THE INSIGHT

Smart glasses isn’t just about tech.

they’re about freeing you to be present, while still connected.

We reframed Ray-Ban Meta Smart Glasses as the “Day IRL” device.
Instead of pushing features, we built a campaign around moments people want to remember and share.

We used a mix of real users + creators to show how the glasses fit into everyday life—whether you're walking through a city, cooking with family, or on vacation.