The Oakley Meta HSTN are the latest pair of smart glasses to come out of the partnership between Meta and Luxottica. And with the two brands poised to unveil the product at Fanatics Fest — the ComicCon of sports — Artemis Ward was asked to develop a plan for launching the @OakleyMeta handles on Instagram and TikTok. The catch? We wouldn’t have access to the product until we were on the ground at the launch.

Meta came to us with a clear vision for how they wanted to show up on social: eschwing the standard event sizzle reel for a flood of dynamic, in the moment content. So we created a strategy, Embrace the Edit, that celebrated the slick, hyper-stylized content that thrives on sports social media. Instead of recapping the launch, we built a plan for creating real(ish)-time snapshots of what’s happening on the ground, allowing Oakley Meta’s social channels to be the eyes and ears for fans who couldn’t make it to Fanatics Fest.

To execute the plan, we quickly stood up an A-Team of some of the best digital video makers in the country: pro-athlete videographers, fashion and beauty cinematographers, and documentary filmmakers, all working together to make the Oakley Meta HSTN the most talked-about wearable in the world. Over the course of three days, we created over 40 pieces of content for Instagram and TikTok, reaching over 127 million people organically across both platforms. But the most important KPI of all? We were able to position the Oakley Meta brand at the heart of sports, technology, and culture.