Meta x Ray-Ban launched with a simple challenge: how do you introduce smart glasses in a way that feels less like a gadget and more like a lifestyle? Working closely with the IAT team, we helped define the right audiences, uncovering early adopter subcultures where fashion, tech, and creator behavior intersect. From launch through the 2025 Super Bowl campaign, strategy shaped every touchpoint—guiding influencer partnerships, creative tone, and platform decisions to ensure the brand felt native, not forced.
That work also sparked broader impact across Meta. By examining how influencer and partnership efforts were managed internally, we uncovered opportunities to streamline across teams and drive consistency across the company’s creator ecosystem. Looking ahead, 2025 is set to bring even more cultural reach, including a Red Bull x UFC activation at the Las Vegas Sphere and a Boiler Room sponsorship in France—two moments designed to deepen the product’s presence in sport, music, and global subculture.
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Role: Director of Stratgey
Client: Meta x Rayban