The Luxottica Group 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 RayBan
icon. The images celebrate the liberating force of the road trip, interpreted as a metaphorical
escape from the constraints of modern society. The narrative is a continuation of Steven
Kleinâs 2017 campaign story in which the protagonists shook off their past to free themselves.
Now we must 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.
âItâs about freedom and letting go,â explains Klein. âLiving 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, loveâŠ everybodyâs looking for their own personal freedom.â
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 protagonistsâ unique personal
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The campaign has been conceptualized and executed by creative agency J. Walter Thompson.
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