Ray-Ban Meta’s AI glasses bring together iconic style and breakthrough tech. This is an overview of the work I led in 2024, which increased sales, improved the brand systems, and cemented RBMs place in culture. 

Spring / Summer marketing campaign —

Partnering with Little Simz, Offset, Busta Rhymes, and Coi Leray, we told the story of how RBMs help these incredible artists live all in.

Hands-Free Brooklynn™ —

We put on the world’s first hands-free concert, establishing RBMs as the best way to experience and share a show without a phone getting between you and the performance.  

Global Holiday Retail Campaign —

Working with high fashion models Gabbriette and

Mathieu Simoneau, we crafted iconic images that showcased this seasons hero products along with holiday messaging seen in and around retail spaces across the world.

Brand building blocks —

We refreshed the RBM design system and developed a vast library [read: thousands] of lifestyle videos, photos, and product renders to use across every possible touchpoint.

The Ray-Ban Meta business continues to grow, with over 1 million units sold, thanks to marketing, social, and retail elevating the brand in culture.

It’s always an honor to partner with the Ray-Ban team at EssilorLuxottica in Milan, finding the sweet spot between classic fashion ‘cool’ and everyday accessibility. The 9 hour time zone difference between CET and PST on the other hand... there is no sweet spot for that.

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Made for/with:

Ray-Ban Meta

My role:

Creative director (Meta)

With:

Some more work ︎