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Ray-Ban Meta

This is How
We Do It

"This Is How We Do It" replaces phone-first thinking with fashionable functionality

The promise of smart glasses has always been a hands-free, and (mostly) phone-free future. The problem? They looked super dorky.

“This Is How We Do It” jolts us out of our phone-first thinking by showcasing how these glasses blend Meta’s tech with Ray-Ban’s iconic style.

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Heads Up, Hands Free (30-Second Film)

tech meets style, love it 😎
@app.six

THE CHALLENGE

Initial buyers of Ray-Ban Meta's were tech-heads leaning into its capabilities, but in order to boost sales beyond the nerds, the brand had to get the glasses onto the heads of those driving and shaping culture.

When technology products fail, it’s typically less about the tech, and more about how that tech makes us feel. Google Glass and VR headsets aren’t bad products, but they made people feel isolated and uncool wearing them. So, while Ray-Ban Meta glasses were packed with innovative and useful features, the most significant hurdle was making them cool and comfortable.

Back in 2024, only 4% of online adults had ever used smart glasses. A year later, it was 17%,
– Forrester Survey

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Ray-Ban Meta - Night Out (30-Second Film)

THE APPROACH

Look, obviously the tech-specs of Ray-Ban Meta's are important, but Alto decided to focus on the emotion and style behind the product’s best feature – allowing people to pick up their heads, look cool and re-engage with the world around them.

Instead of merely pushing functionality, “This Is How We Do It” highlighted just how fashionable, effortless, and modern Ray-Ban Meta glasses made traditional smartphone behaviors look.

To do it, we decided against celebrity glamour shots in favor of scenarios people find themselves in everyday. The work across film, social, and OOH playfully juxtaposes the benefit of Ray-Ban Meta's compared to traditional smartphone behavior. Head up, hands-free, in the moment.