The Oakley Meta HSTN are the latest smart glasses to come out of the Meta + Luxottica partnership. And at a recent Fanatics Fest — the ComicCon of sports — they introduced the glasses to a rabid fanbase that’s always eager to get their hands (and eyes) on the latest in sports and athletics. Even better, Fanatics Fest offered the setting for content capture that would unveil the glasses to social users worldwide. To win the moment, Oakley Meta had to show up in ways that resonated with audiences and felt fluent on Instagram and TikTok. They tapped Artemis Ward to hatch the plan.

These days, the standard event sizzle reel feels stale and out of place in the fast-paced world of social. So, we steered Oakley Meta toward a different approach: create a flood of dynamic, in-the-moment content that captures the passion of the people on the ground at Fanatics Fest and converts that energy into eminently watchable social content. Instead of recapping the product launch, our strategy leaned into hyper-stylized, story-driven content that thrives on sports social media.

Through real(ish)-time snapshots of what’s happening on the ground, Oakley Meta’s social channels became the eyes and ears for fans who couldn’t make it to Fanatics Fest.To execute the plan, we stood up an A-team of pro-athlete videographers, fashion and beauty cinematographers, and documentary filmmakers, all working together to make the Oakley Meta HSTN the world’s most talked-about wearable. Over three days, we created 40+ pieces of content for Instagram and TikTok, reaching over 127 million people organically across both platforms. But the most important KPI of all? Positioning Oakley Meta at the heart of sports, technology, and culture — and giving them the playbook to stay there.