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Pioneering social branded content
Ray-Ban’s Never Hide Films was born to legions of new YouTube fans eager to see peer videos. Ray-Ban did not want to advertise to these smart young people, but rather entertain them, and become part of their social conversation.
We launched the platform with a film called "Sunglass Catch" which playfully showed a new way of putting on Ray-Bans. The film entertained more than 33 million worldwide, spurred countless response videos, and paved the way for future videos in an entirely new category of entertainment.
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My Role: Creative Director, Art Director | Brand: Ray-Ban | Agency: Cutwater | Art Director: Kele Dobrinski, Elizabeth Gershman, Dan Kenneally, Devin Gillespie | Writer: Noah Phillips, Derek Szynal | Executive Creative Director: Chuck McBride | Production: Agile Films, Method Labs, Good Hustle, Blacklist, ZCDC | Directors: Benzo Theodore, Seb Caudron, Mini Vegas, Denis Cisma, Jeff Labbe, Zack Canepari, Drea Cooper | Editors: Matt Cornelius, Charlotte Carr
© 2025 Travis Britton