The mission:
Create community around the Ray-Ban complete product line without making it about product.
The meaning:
This was before the cultural opening up in KSA, so we needed to be respectful in bringing the community together in a way that rocked their world without rocking the cultural norms of Saudi society.
The moment:
An underground-style event in a secret basement location hidden in the heart of the city, inviting local musicians to perform, creators to create, and community to gather and represent as those who are #proudtobelong to the family.
