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.
Leading the creative team on this workstream for two years, we cast and collaborated 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 of videos from our over 50+ creators:
A peek into our creative process:
We cast creators from a range of subcultures and interest groups—spanning sports, filmmaking, fashion, art and beyond.
We then work with creators directly to further tailor and personalize the story so it stays true to their style.
We then work with creators directly to further tailor and personalize the story so it stays true to their style.
We provided guidance as each creator shot and edited their content — or in cases of high profile creators, when we filmed and directed them ourselves.
A selection of creator videos I also directed:
Interviewer Sally
NBA player Josh Hart
Music artist Omar Apollo
Vogue dancer Honey Balenciaga
Fashion creator Gus Piers Milton
In addition to guiding creators in content for their own channels, SpecialGuest also used their raw assets to make videos for paid media and Ray-Ban Meta’s brand channels (like this one):
This project contributed to a 13% of all Ray-Ban Meta Sales during the initial stages of the campaign, boosted brand perception two points, and product consideration six points.
& Letting creators be themselves paid off with their followers:
