Project:
Meta AI & Meta RayBanSocial Account
Agency
Artemis Ward
Functions
Creative Direction
Design
Content Creation
Content Ideation
Creator Management
Content Whitelabeling
Meta AI launched as a first-of-its-kind assistant built directly into Instagram, WhatsApp, and Facebook—bringing generative images, AI stickers, and chatbot capabilities to everyday interactions. Our challenge: introduce a brand-new AI product in a way that felt intuitive, trustworthy, and genuinely useful.
We developed a social-first strategy that evolved alongside the product itself. Through clean, UI-led tutorials, creator partnerships, and shareable launches timed to events like Meta Connect, we made complex features feel accessible. Over the course of a year, we created 200+ pieces of content, reached over 30 million users, and helped shift the perception of AI from intimidating to empowering.
As part of the broader Meta AI rollout, we also helped launch RayBan Meta—a collaboration between a tech giant and a cultural icon. The product: smart glasses with built-in AI, voice control, and camera capabilities. The challenge: people didn’t even know to look for them.
To build awareness, we crafted a social playbook that met people where they already spend their time—on TikTok, Instagram, YouTube, and Threads. With a platform-specific strategy designed to highlight daily use cases, we showed how RayBan Meta fits seamlessly into real life, helping the glasses feel not just futuristic, but surprisingly familiar.
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