The Luxottica Group – one of the leading names in global eyewear – has once more tapped the creative instincts of renowned American photographer Steven Klein, for the second in a series of communication campaigns for their iconic brand, Ray-Ban.
The campaign features four shots starring four singular characters, each embodying a Ray-Ban icon. The images celebrate the liberating force of the road trip, interpreted as a meta-phorical escape from the constraints of modern society. The narrative is a continuation of Steven Klein’s 2017 campaign story in which the protagonists shook off their past to free themselves. Now we celebrate these forward- looking individuals as they follow their dreams and set out on a never ending adventure to embrace their true selves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.
“It’s about freedom and letting go,” explains Klein. “Living in turbulent times, one of the things that evokes that for many people is a road trip. This campaign represents that no matter what hardships come your way, you can be an individual, go on your own path and experience fun, optimism, creativity, love… everybody’s looking for their own personal freedom.”
The protagonists each wear a Ray-Ban icon, an extension of their distinct personalities: The Marshal, Wayfarer Blaze, Aviator Evolve and Hexagonal.
Alongside the images the campaign also features a video campaign, four separate character videos and additional digital content, revealing more about the protagonists’ unique personal odysseys.
RB3648 – The Marshal
With the straight-jacket of the city in the rear view mirror the protagonist drives into a never ending sunset. Literally stripped of restraints, his skin absorbs the warm light of freedom.
The protagonist wears a pair of Ray-Ban Marshal. This Ray-Ban icon is the modern take on the tribute to the pioneering spirit of lieutenant Douglas MacArthur, launched in 1987.
RB4440N – Wayfarer Blaze
She’s her own person and on the road she can finally express that true self. With the wind in her hair and no fixed destination, the protagonist embraces the cool thrill of the unknown.
The protagonist wears a pair of Ray-Ban Wayfarer Blaze. Ray-Ban’s mirror block reinvention of their iconic 50s design is beloved of musicians, celebrities and adventurers.
RX7151 – Hexagonal
With his dog and guitar for company our protagonist takes the road less traveled. He’s on a journey of self-discovery, and he’s not looking back.
The protagonist wears a pair of Ray-Ban Hexagonal. The slim profiles of this new acetate optical shape give the iconic hexagon a new dimension. Featuring contemporary angles and a vintage-inspired keyhole bridge, plus the classic Ray-Ban rivets and temple logos.
RB3025 – Aviator Evolve
Hitching a trip to “everywhere” our protagonist runs through early morning light, towards a new dawn of authenticity and self-realisation.
The protagonist wears a pair of Ray-Ban Aviator Evolve. The world’s most iconic sunglasses reimagined with photochromatic washed lenses that change colour density with light. Pink lenses recall flamboyant 70s eyewear trends.