Uninterrupted
Wearable tech that's finally worth wearing
Overview
Two iconic brands. One breakthrough product the world didn’t know to look for. Uninterrupted — a cross-platform social strategy for Meta and Ray-Ban — turned curiosity into consideration by meeting audiences where they scroll. Built to flex across social channels, the strategy helped smart glasses feel less like future tech — and more like part of everyday life.
My Role
Strategy & Program Director
Directed strategy across content, creative, and production; defined content pillars, led client relationships, and developed a keystone social playbook.
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The Opportunity
Ray-Ban Meta needed to transform their smart glasses from tech novelty to essential everyday tool, expanding appeal beyond early adopters to mainstream audiences. This required establishing a strategic presence on platforms like TikTok and YouTube where culture-driven consumers gather, delivering platform-specific content that maintained consistent messaging while penetrating lifestyle spaces to normalize the product and enhance its cultural relevance.
How It Came to Life
We reframed the glasses as intuitive, stylish wearables rather than complex tech products. Our cross-platform strategy used TikTok as a culture lab, YouTube for education, and Instagram/Threads as connective tissue. Series like RBM Quick Draw and Quality in 7 Real Scenarios were tested to demonstrate how the glasses integrate seamlessly into daily life, making them feel natural and worth sharing.
The Outcome
Since launching, the shift in strategy has generated 155M+ views across Instagram, TikTok, and YouTube, alongside 545% growth on Instagram and over 390K TikTok followers in under a year. The newly launched YouTube channel earned nearly 44K subscribers from scratch.
