Meta Raybans
Meta and Ray-Ban wanted to show how wearable tech could fit seamlessly into culture, not just tech demos. The challenge was reframing smart glasses from “gadget” to creative tool to capture their world, their way.
Behavior- Led Strategy
Instead of a single hero event or a glossy brand video, we launched a decentralized creator program across New York City, embedding the product into real lives, subcultures, and story formats already native to Gen Z. Our behavioral lens: if the audience sees people like them living through the tech, adoption follows naturally.
The Goal: Positioned Ray-Ban Meta as the ultimate creator’s companion: a way to film, live, and share your world through your own perspective.
The Creative
We armed six young creators across genres; from BMX and Y2K fashion to Ballroom and pop culture trendsetters with Meta’s immersive tech and Ray-Ban Meta glasses. Using the trigger phrase “Hey Meta” as a connective storytelling thread, creators captured life hands-free while sparking conversations about the future of tech in everyday culture. We tapped into viral content franchises like Caleb Simpson’s Apartment Tours and Emma Rogue’s 1-Minute Fit Challenge, generating organic reach and social credibility.
The Results
From feeds to features “Hey Meta” earned placements in Forbes, Mashable, Refinery29, The Grio, and UPROXX as creators from BMX to Ballroom turned wearable tech into culture. Millions of organic impressions later, the conversation around Meta Ray-Bans wasn’t about tech, it was about personal autonomy.
