Rayban – Never Hide Films

Cutwater, San Francisco


This is the story of how we converted an old sunglass brand into one of the web's most relevant content producers.

By 2006, most eyewear brands proudly claimed to have a web presence. This typically meant a website, banner ads, and possibly even tinkering with search engine optimization. However, none of this really added up to anything formidable – or memorable for that matter.

Meanwhile, consumers were demanding more from the web. They sought platforms which were surprising, engaging and self-expressive. Yet self-described youth culture eyewear brands continued to treat the Internet as if another broadcast channel. And as they continued to miss the mark, it created a tremendous opportunity for Ray-Ban to do something different.