For decades, icons have worn Ray-Ban, turning the iconic glasses into pop culture items. This year, Ray-ban teamed up with a legendary rock star: Lenny Kravitz. A new cultural milestone for the brand , and a new opportunity for Ray-ban to become even more iconic. This is why we decided to reverse the paradigm, and turn our consumers into rockstars.
How? By using the groundbreaking shift of IA. For months, we trained an AI model to recognize Ray-Ban’s reverse frames in photos and transform anyone into a rock legend within the world of Lenny Kravitz’s campaign.

First, we rolled out this experience in 220 optical stores. Then, for the grand finale, we took it to Les Eurockéennes festival, where Lenny himself was performing. We built an exclusive backstage-style space, immersing guests in the legendary world of Ray-Ban, where they could discover the new collection like true icons, giving festivalgoers the chance to capture their ultimate rockstar moment.