MUMBAI: Global eye wear group The Luxottico has tapped the creative instincts of renowned American photographer Steven Klein for the second in a series of communication campaigns for its iconic brand Ray-Ban.
The campaign will feature four shots starring four singular characters, each embodying a Ray- Ban icon. The images celebrate the liberating force of the road trip, interpreted as a metaphorical escape from the constraints of modern society.
The campaign is another part of Steven Klen’s 2017 story in which the protagonists shook off their past to free themselves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.
Commenting on this Steven Klein says, “It’s about freedom and letting go. Living 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, love… everybody’s looking for their own personal freedom.”
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 protagonists’ unique personal odysseys.
1. With the straight-jacket of the city in the rearview mirror the protagonist drives into a never ending sunset. Literally stripped of restraints, his skin absorbs the warm light of freedom.
The protagonist wears a pair of Ray-Ban Marshal. This Ray-Ban icon is the modern take on the tribute to the pioneering spirit of lieutenant Douglas MacArthur, launched in 1987.
2. She’s her own person and on the road she can finally express that true self. With the wind in her hair and no fixed destination, the protagonist embraces the cool thrill of the unknown.
She wears a pair of Ray-Ban Wayfarer Blaze. Ray-Ban’s mirror block reinvention of their iconic 50s design is beloved of musicians, celebrities and adventurers.
3. With his dog and guitar for company our protagonist takes the road less travelled. He’s on a journey of self-discovery, and he’s not looking back.
The protagonist wears a pair of Ray-Ban Hexagonal. The slim profiles of this new acetate optical shape give the iconic hexagon a new dimension. Featuring contemporary angles and vintage-inspired keyhole bridge, plus the classic Ray-Ban rivets and temple logos.
4. Hitching a trip to “everywhere”, our protagonist runs through early morning light, towards a new dawn of authenticity and self-realisation.
The protagonist wears a pair of Ray-Ban Aviator Evolve. The world’s most iconic sunglasses re-imagined withphotochromatic washed lenses that change colour density with light. Pink lenses recall the flamboyant 70s eyewear trends.
