Since 2023, Meta x Ray-Ban has evolved from a product launch into a multi-year cultural campaign. We helped lead strategy across every phase—defining early adopter audiences, guiding creator partnerships, shaping platform choices, and running both paid and organic social campaigns that made the glasses feel less like tech and more like a lifestyle.

The work paid off: brand favorability among Gen Z tech adopters rose 22%, awareness tripled in style-forward markets, and the 2025 Super Bowl spot became Meta’s most-viewed wearable ad to date, with 480M+ impressions and a 130% spike in search volume post-launch. Beyond performance, the campaign helped rewire Meta’s internal approach to creators and brought the brand into real-world culture—with a hands-on Los Angeles pop-up, a Red Bull x UFC activation at the Las Vegas Sphere, and a Boiler Room collab in France—cementing the glasses’ place at the intersection of music, sport, and style.

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Role: Director of Stratgey
Client: Meta x Rayban