Ray-Ban Homebass
Grassroots raves with Ray-Ban
Ray-Ban’s audience were becoming increasingly millenial and the brand were looking for new ways to connect with Gen Z. For the launch of their new Pulse collection, we had the idea of partnering with Homebass (a rising grassroots collective throwing raves out of a van) to put together a series of events around the UK targeted at a younger consumer. I named, branded and curated the event series, working with designers to bring it to life. The key challenge was to balance the somewhat premium nature of Ray-Ban with the “raw” nature of Homebass. Tickets were available exclusively through a Whatsapp hotline, throwing back to the raves of the 90s.
- Overall Creative Direction
- Design Direction
- End to end project ownership