Not Actual Size
A black-and-white collage of archival photographs showing musicians, artists, and filmmakers wearing Ray-Ban sunglasses in candid moments.

Ray-Ban
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Legends: Untold Stories

Turning a 75th anniversary into

cultural capital.

Creative concept
Research
Art direction
Copywriting
Print

Even the most iconic brand faces a challenge when asking people to care about corporate milestones – like a 75th anniversary.

Ray-Ban wanted to celebrate their history but it seemed like everything had already been said about their products.

The Idea

We let go of the history of Ray-Ban and instead, celebrated the role of Ray-Ban in pop culture.

How it came to life

We led a specialist team of fashion and music experts, picture editors and archivists, to uncover unseen images of 20th century icons wearing Ray-Bans eyewear.

A blonde woman wearing sunglasses and a sleeveless shirt sings into a microphone on stage, while a man in a red shirt plays an electric guitar beside her, both bathed in warm, orange stage lighting.
A black and white photo of a crowded party scene, with men in bold outfits and sunglasses in the foreground, surrounded by women and other guests, some holding drinks and looking in different directions.
A woman with red hair and Ray-Ban sunglasses laughs while sitting next to a man with tattoos looking at her arm. They are outdoors at a social gathering, with people sitting and talking in the background.
A black-and-white archival photograph of filmmaker operating a film camera while wearing Ray-Ban sunglasses.

A picture is worth a thousand words, so we partnered with modern cultural voices to create thousand-word essays inspired by the images.

Three people with long hair sit at a table in a dimly lit bar or club, two wearing sunglasses. Drinks are on the table and a camera or recorder is visible in the foreground. The setting appears casual and candid.

We released this archive of never-seen-before photographs and articles in the form of a coveted coffee table book.

A stack of square red books titled Legends: Untold Stories featuring two people with long hair and sunglasses smiling on the cover. The Ray-Ban logo appears in the bottom right corner.

We received record press coverage for the brand, including full-length features in Vogue and Harper's Bazaar.

Screenshot of a Vanity Fair article titled American Standard showing a black-and-white photo of a man in a suit and tie walking on a sidewalk wearing Ray-Ban sunglasses.
Screenshot of a Dazed article titled Exclusive Images: Ray-Ban Untold Stories: Legends, showing a black-and-white photograph of Michael Jackson surrounded by press and photographers while boarding an aircraft wearing Ray-Ban sunglasses.
Screenshot of a Dazed article titled Exclusive Images: Ray-Ban Untold Stories: Legends, showing a black-and-white archival photograph of Michael Jackson surrounded by press and photographers while boarding an aircraft.