Ray-Ban was to spotlight its 2011 “Never Hide” campaign in front of fans at South by Southwest, Lollapalooza, and the Coachella music festival.
NMS conceived and built the covert “Ray-Ban Cam”: Ray-Ban sunglasses with an attached camera allowing fans at home to follow the experiences of indie band Two Door Cinema Club behind the scenes and onstage. Through the lenses of the “Ray-Ban Cam,” viewers on Facebook and YouTube could watch the band remotely while fans at the festivals found and interacted with them live.
NMS created documentary films of the band at each festival, distributing the clips to key music, youth, design and indie bloggers. The stand out program has increased Ray-Ban’s community engagement and driven record numbers of fans to rayban.com