Ray-Ban
#I’m a legend
Ray Ban social media campaign
Ray Ban wanted to launch on the Chinese social media Douban. The initial brief was to allow the freedom to create a series of catchy visuals which tell their own story around the concept of “I’m a Legend”. The challenge of this project was to create something that is simple to get people inspired to reinterpret the idea of “I’m a Legend”.
The ultimate goal was to create a creative tool to allow enough freedom to enable people to express themselves and at the same time reflect and carry the Ray-Ban brand values. I proposed different creative concepts.
My role
Craft the creative concept
Create the digital communication
USER FLOW
Attention has been paid to how users will interact with this creative tool, as a dedicated app for this campaign could be a solution to make the artwork creation process as smooth as possible. The app allows one to create artwork from pictures in a catchy and original way, and user flow should be entertaining, with minimal options to tweak their own artistic creation.
The output is a canvas of 4 pictures, which has to tell a story, a moment of joy, great pride, success, and so on. This is also an opportunity to have fun and for people’s imaginations to go wild. The final artwork can be uploaded on the official Ray-Ban Douban page.
Ray-Ban is a well-known lifestyle and quality brand, having become extremely popular in American pop culture. One example is how iconic the Wayfarer and Aviator styles are. And this campaign must reflect this strong link between Ray-Ban and graphic Design. The two following design proposals share the same idea, which is to empower people to create storytelling word and image artworks, which should be fun, creative, engaging, and artistic.
NATIVE MOBILE APP
The confirmed direction for the creative was a blank template to be provided to users to download and picture it, with 4 guidelines for each box to fill up. The big challenge in terms of the execution of these proposals was the development of the mobile application. However, this project has been a meaningful conversation between Ray-Ban staff and I, in order to create an engaging campaign between the brand and people.
WORD AS IMAGE
In the first concept, users can create catchy artworks by the combination of words and images. A word can express an emotion, a place, or a statement, by choosing different pictures to illustrate it. The result is an eye-catching artwork, with matching of meaning and visual appeal. People are able to express themselves in a unique way by creating typographic visuals.
POP ART
As previously noted, Ray-Ban has become part of American Pop Culture. Comics are also part of it and a great example of how you can tell a story through graphics and a few words. The second concept is based on this observation: people will be able to turn their pictures into Pop Art visuals, and create their four tables comics around the same idea of “I’m a Legend”.
