The Art Of Downtime

THE BUSINESS PROBLEM:

Ray-Ban | Meta faced the challenge of making smart glasses not just a tech novelty, but an essential part of self-expression and daily life.

THE INSIGHT:

In a world overwhelmed by constant connectivity, true downtime is the key to creativity, reflection, and authentic connection.

THE SOLUTION:

Ray-Ban | Meta glasses were positioned as an essential tool for enhancing personal downtime. Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign demonstrated how the glasses can be seamlessly integrated into everyday life to help users recharge, find inspiration, and stay present.

CREDITS:

Client: Ray-Ban Meta
Agency: Translation LLC
Director: Chas Todd
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Planners: Korpo Jonel + Rylan McBride