Ray-Ban MetaAI Glasses: Creating a Category
Program lead for Ray-Ban Meta marketing beginning in 2023, helping author the marketing strategy, launch the product and scale the creative organization at Meta supporting Wearables from 1 to over 70 employees.
Worked extremely closely with Product, Comms + Media teams to build cultural acceptance of the technology and bring to market creative for hundreds of millions of dollars of marketing spend.
The Ray-Ban Meta brand partnership was introduced in 2023 and focused on building cultural acceptance and relevance through seasonal campaigns with top tier celebrity talent.
For example, this global film for the RBM Holiday '24 campaign, featuring Anderson .Paak, James Blake + Tinashe.
While running 2 major seasonal campaigns annually, my scope also included partnering with design to build out specific documentation for this brand partnership, an asset library with over 1000 unique pieces of content and a team model / governance process to ensure product and marketing teams were able to operate.
All this was built in spite of - and at times as a result of - contractual complexity between Ray-Ban's parent company (Luxottica) and Meta.
In addition to paid content, we also earned media and cultural credibility with experiential activations such as Hands Free Brooklyn - an RBM x Busta Rhymes Experience.
RBM Launch - Featuring Coi Leray
RBM Launch - Featuring Erykah Badu