Ray-Ban

Ray-Ban Campaign
Future Icons

Spark
Building on Ray-Ban’s legacy across film, music, and art, I identified an opportunity to reappraise the brand’s cultural relevance—reframing it as a symbol of identity, rebellion, and timeless style for a new generation. By positioning live music as an underexploited territory, the strategy would reignite emotional resonance and reconnect the brand with authentic passion points, driving renewed cultural visibility through pop-culture partnerships, and strengthening its position as an enduring style icon.

Challenge
To reappraise the brand’s core to connect with Gen Z and build enduring equity that future-proofs its iconic status.

Approach
I conceptualised and positioned Ray-Ban’s ‘Future Icons’ platform — a long-term cultural initiative connecting the brand to emerging creative talent through live events and content at London’s cultural venues, recommending partnerships with SXSW. Designed to strengthen relevance with younger, style-led audiences, I positioned Ray-Ban as a curator of future talent and relevance, bridging legacy with the next generation of style leaders. The role of media for the activations seek to drive earned media, live storytelling, and social amplification.

Results
The "Future Icons" activities were used to complement the larger "Icons" advertising campaigns to refresh and retell Ray-Ban's story of creative freedom and iconic style for a modern audience.

Ray-Ban launched the ‘Future Icons’ Series - an invite only, four-part live music experience at House of KOKO in 2025, one of London’s most influential cultural venues in partnership with SXSW creating high-impact cultural moments, driving reappraisal of Ray-Ban’s creative credentials. By anchoring each event to a hero frame and activating a WhatsApp “Ray-Ban Hotline,” the series fostered direct engagement with trendsetting audiences, strengthened brand community, and reinforced Ray-Ban’s position at the intersection of culture and style.