Ray-Ban Meta

Creative director on Ray-Ban Meta’s creator-led social campaign.

With creative agency SpecialGuest, we worked with the Ray-Ban and Meta brands to engage 60+ social media creators to make content highlighting the new tech in the glasses. We cast talent with followings between 150K-3M across a wide range of verticals and cultural niches — from sports and filmmaking to fashion and art — to reach our priority audiences and stir social engagement.

We crafted concepts bespoke to each creator, and worked with them to make sure it would feel natural on their feeds, hitting the sweet spot of the creator’s natural style along with the best use of specific product features.

The creators then for the most part shot and edited their own content, with our guidance along the way. In a couple circumstances, we also supervised the shoot to film and edit for them. In addition to organic content for creator channels, we also created montage reels for Ray-Ban Meta socials, and short form content for paid media using the creators’ raw footage.