Meta Ray-Ban Display

As screens continue to dominate daily life, the next evolution of personal technology isn’t about more information, it’s about presence. Meta Ray-Ban Display introduces a new way of interacting with the digital world, one that keeps people engaged with what’s in front of them rather than pulling their attention downward. The launch of this product called for a campaign that didn’t just explain the technology, but embodied its promise.

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SpecialGuest partnered with Meta to launch Meta Ray-Ban Display through a global, multi-phase campaign spanning film, digital, creator content, and large-scale out-of-home. Working closely with Meta’s Reality Labs and our production partner 1stAveMachine, the campaign brought together creative, engineering, and emerging technology to introduce a new category of wearable computing.

Look Forward reframes the future of technology as something you face. Built around the idea that life is better when you’re present, the campaign challenged the cultural reflex of defaulting to phones, positioning Meta Ray-Ban Display as a more seamless, human way to stay connected.

A signature camera move became the visual backbone of the campaign, sweeping the viewer from the external world directly into the wearer’s point of view. This repeatable motion created a unified language across all assets, allowing audiences to experience the product’s in-lens display exactly as the wearer does. From runway films to street-level moments, Look Forward made the invisible visible, turning a technological breakthrough into an intuitive, emotional experience.