LIVE ALL IN with Ray-Ban Meta
ROLE
Supervising Producer, 2023-2025
For the past 2.5 years, I served as the Supervising Producer on the Ray-Ban Meta account with the creative agency SpecialGuest. I led production and post teams to launch a series of integrated campaigns for the Ray-Ban Meta wearables.
Featured below is a snapshot of the initial campaign launch from Fall 2023. Since then, I spearheaded four additional seasonal campaigns for Ray-Ban Meta, including their content and experiential presence at Super Bowl 2025 in New Orleans.
CHALLENGE
Ray-Ban Meta Smart Glasses represent a new category of wearable technology, enabling users to listen to music, make calls, capture photos and videos, and access multimodal AI, all while keeping their phones in their pockets and their heads up. The product offers a groundbreaking way to experience the world, seamlessly blending intuitive tech with everyday actions, without compromising on style.
GOAL
Drive consideration for the product by showcasing how the glasses enable hands-free functionality, transforming ordinary moments into extraordinary ones.
SOLUTION
We partnered with a diverse group of creators spanning subcultures and interest groups: sports, fashion, filmmaking, art, and beyond—and equipped them with smart glasses to authentically integrate into their daily lives. From singers like Tyla, Raye, and Omar Apollo, to New York Knicks player Josh Hart, to emerging and established creators, curating talent with the ability to engage priority audiences, drive social conversation, and embody the brand ethos: LIVE ALL IN.
Through their eyes, “LIVE ALL IN” became the heartbeat of the campaign, championing a lifestyle of presence, spontaneity, and immersion. It wasn’t just about freeing your hands or pockett, it was about reclaiming your attention, experiencing the world more vividly, and using technology as a tool for connection, not distraction.
work
Will Freeark / Filmmaking
Haley Kalil / Lifestyle, Comedy
Jared Brady / Music, Parenting
Skylar Marshai / Fashion
Koleen Diaz / Lifestyle, Fashion
Karl Ndieli / Photography, Travel
Ethan Tran / Filmmaking
Garbo Zhu / Art, Lifestyle
Cleo Abram / Tech Review
A look into The creative process
Crafting concepts for each creator.
It began with concepting a reason why the creator would genuinely benefit from using a feature of the glasses. Each scenario showcased the product's unique role in enhancing a creator's ability to live every moment to the fullest.
Collaborating with creators to tailor and personalize their stories.
Hitting the sweet spot, by blending the creator’s natural style with the best use of specific product features. We ensured that creators were empowered to tell stories authentic to their personality, aesthetic and ethos. The final outcome had to look and feel like something they would be proud to post on their own.
Providing guidance as each creator shot and edited their own content.
We provided direction in pre-production to set them up for success, aid them in how to use the product, and guidance in the edit process. Creators posted their content across several of their own platforms, including Instagram, TikTok, and YouTube—selecting the platforms that make the most sense for their following and bespoke concept.
results
Creative freedom works! Audiences know when content feels authentic and true to a creator’s style, and they respond positively to it.
Across platforms like TikTok, Instagram, YouTube, and more, we created over 99 pieces of content.
This project contributed to a 13% of all Ray-Ban Meta Sales during the initial stages of the campaign, boosted brand perception two points, and product consideration six points.
setting off a viral trend
To capture the energy of this trend and own it, we identified creators who could amplify the trend while ensuring full brand visibility. Bringing the glasses to rising stars like...
We had a hunch that people would like to capture content in a mirror...
We were right. Creators found the glasses completely on their own and started posting. Million were introduced to the glasses through this trend.
