You Ain’t Seen Nothin’ Yet marked a pivotal shift in how Ray‑Ban Meta was positioned during the most competitive retail season of the year.

Meta’s research revealed a critical insight: audiences were intrigued by the idea of AI glasses but didn’t fully understand the value they could bring to daily life, revealing the opportunity to close the gap between curiosity and adoption.

STUDIO HERRSTRÖM partnered with Alto as campaign design partner, translating strategy into a visual language that elevated Ray‑Ban Meta from early‑adopter tech to everyday cultural essential.

We focused on creating a visual direction that matched the cultural weight of the brands involved. Our role was to develop the aesthetic usually evoked by fashion magazines and print editorial while highlighting the product benefits that amplified daily wear. Through art direction, campaign design, and animation we were able to find new expressions within Ray-Ban's already defined brand. Ray‑Ban and Meta needed a campaign world that felt as iconic as the artists representing it. The result were cinematic assets that channeled the larger-than-life presence of Doja Cat and Teyana Taylor, capturing the everyday potential of the product through fashion‑driven imagery and social‑ready storytelling.

Every element of the campaign was designed to show the lifestyle the glasses enable. Rather than leading with technical features, the work leaned into lived experience: how people move, create, and stay connected with the product as a natural extension of self.

The campaign quickly became a cultural moment. It dominated the conversation across digital channels, drove widespread engagement, and generated millions of organic views across talent posts, campaign films, social assets and press.

By aligning fashion and technology in a single campaign language, Ray‑Ban Meta was repositioned as a wearable that fits seamlessly into everyday culture.