Ray-Ban Meta
Creator Campaign
Agency : SpecialGuest
Role : Creative Director
Following the launch of the Ray-Ban Meta Smart Glasses, SpecialGuest was tasked with a creator campaign that would introduce this new tech to the world. Working with creators and influencers that are like a best friend proxy to their audience in order to showcase the feature benefits in their own way.
A selection from 40+ creator videos:
For 2 years of this program — I led the creative team to cast talent, crafting bespoke concepts for each creator, and following each video through post. Some creators were self sufficient, self capturing their content, while others needed support, with us on the ground directing and shooting their content. In either case, we had a heavy hand in briefing each creator on a concept that answered the client’s brief, highlighted the latest product features, AND stayed true to the creator’s individual style. Visually guiding the creators to capture key shots was key as well. In addition to their content on their own channels, we also created paid assets and highlight videos to live on the Ray-Ban Meta channel.
Letting creators be themselves paid off with their followers:
