Not sci-fi. Just a Tuesday.
As Regional Creative Director for Meta Wearables across APAC, I’ve helped shape how Ray-Ban Meta and Oakley Meta show up in the world – from global market rollouts to hyper-local cultural moments that make smart glasses feel less like tech and more like… you.
The job? Find the sweet spot where wearable AI meets everyday life. Make it useful. Make it cool. Make it something people actually want on their face.
That’s meant onboarding agencies, writing strategic and creative briefs, and driving creative excellence across Australia, India, and Japan – three wildly different markets, each with their own codes for what “wearable” even means.
We didn’t sponsor a sport. We gave it more.
India doesn’t watch cricket. India breathes it. Which means if you’re going to launch a piece of technology that claims to make athletes better, you don’t just need a famous face. You need proof.
We introduced Oakley Meta smart glasses to India during IPL – the biggest sporting stage in the country – under the platform of Athletic Intelligence. The idea was simple and radical in equal measure: technology integrated into your eyewear doesn’t just support your game. It expands what your game can be.
To prove it, we worked with the greatest cricketer of his generation; Virat Kohli!
The Ninja Shot
We didn’t ask Virat to wear the glasses and smile. We asked him a different question: what more can you do for the game?
The answer became the campaign.
Together, we invented an entirely new cricket shot – the Ninja Shot – developed through the kind of process the glasses are built to support. Training insights. Situational awareness. Marginal gains, stacked.
Then Virat premiered it. Not in a studio. Not in a controlled demo. In the IPL.
The launch film did 1.2 billion views. Mostly organic. Because it wasn’t an ad. It was a moment.
Athletic Intelligence, introduced to one billion cricket fans – and proven on the biggest stage any of them had ever watched.
We tapped into the cultures people live and breathe – sport, style, music, fandom – and made smart glasses feel native to each.
In the US, we embedded Meta Wearables at the heart of fight culture. From International Fight Week to UFC 322 at Madison Square Garden – walkout POVs, cutmen, coaches, the biggest influencers in the sport, all seeing through our lens. Plus Four Eyes – a custom piece for the fighting nerds who geek out on footwork as much as knockouts.
400M views. $35M EMV… A brand that now belongs in the octagon.
In cricket, Oakley Meta found its natural home in the world’s second biggest sport. Brett Lee teaching technique. Shepmates bringing the banter. MCG walkouts and training POVs with Cricket Australia.
Then Stuart Broad took it to the UK, capturing Ashes rivalry from behind the lens.
Two markets. One platform. Athletic Intelligence, delivered with joy.
Then came the runway, the subcontinent, and the subtle art of showing up. Ray-Ban Meta premiered at Australian Fashion Week – not with a launch, but with an arrival.
India lit up through the Times of India and rapper Karan Aujla, bringing wearable AI to a billion people with the right voice. And Japan? Social-first, creator-led, trust earned not bought.
Different markets. Different codes. One truth: the future showed up – and people wanted it on their face.
