RAY-BAN × META — BE

Be is a campaign concept created for the collaboration between Ray-Ban and Meta, focused on self-expression, identity, and the future of wearable technology. The campaign positions the smart glasses as more than a tech product — they become an extension of personality and lifestyle. Through bold portraits, minimal typography, and contrasting visuals, the campaign explores individuality through the phrases “Be Free” and “Be Smarter,” highlighting the balance between creativity, connection, and innovation.