Intro:
Our creative team entered a competitive bid to redefine how Meta’s AI glasses show up in the world, transforming them from a borrowed brand presence into an ownable, aspirational experience.

Problem:
AI glasses were gaining traction, but consumer loyalty leaned heavily toward partner brands like Ray-Ban. On Meta’s own site, the product experience felt sterile and overly tech-focused, lacking the high-end, lifestyle-driven appeal needed to build true brand affinity.

Our Approach:
We set out to position Meta’s AI glasses as a premium, must-have accessory rather than just another piece of technology. That meant avoiding the kind of vague luxury language that could just as easily sell vodka, ie - “Experience everything.” Instead, our campaign focused on a simple selling point: with Meta glasses, you can finally look up. No more tech neck. No more scrolling past real life. Meta glasses free you to lift your head, re-engage with your surroundings, and connect more deeply with the world around you.