Ray-Ban Concept Work — Zane Alexandra Jones

RAY-BAN CONCEPTUAL CAMPAIGN

APRIL 2026 - MAY 2026

A motion branding project that explored how Ray-Ban could better connect its heritage products with newer innovations through a unified visual identity.

Deliverables: A cohesive brand experience across its product ecosystem with an in-store promotional loop, a product advertisement, and two logo animations designed to connect Ray-Ban's heritage products with its newer technology-driven offerings.

FINAL DELVERABLES

full montage: video 1 & 3 credit: Lily Park (3d animation by Zane Jones), videos 2 & 4 credit: Zane Jones
my full work below

in-store mockup + full animation, credit: Zane Jones

logo animation credit: Zane Jones

week 1:
THE PROBLEM: HOW CAN WE CREATE A MORE COHESIVE BRAND SYSTEM?

Ray-Ban is a strong, heritage brand.
New products like Meta smart glasses introduce a different visual look and tone.
Branding across product categories feel disconnected.

Ray-Ban has a recognizable identity rooted in timeless style and cultural relevance. As the brand expands into new categories like smart eyewear, its messaging and visual language have become less unified.

bonus! click to see initial pitch design deck

week 2-3:
DEVELOPMENT:

Analyzing existing ads and promotions material.
Difference between in-store, social media, & web.
We visited all their platforms of communication between the brand and consumers.

Each product was displayed differently depending on the platform it was selling to. The web was more clean, social media was more slow product shots and content with their current creative director, A$AP Rocky. Youtube had their experimental films focused on brand partnerships, while in-store was atmospheric and avant-garde.

We identified timeless elements to be included:

Noise/Grain + Impurities
Gradients
Fast motion movements

Styleframes 1 & 2 credit Zane Jones

ad storyboard credit: Lily Park

in-store loop storyboard credit: Zane Jones
week 4-4.5:
ANIMATION:

Changing to make both more cohesive.

Working in a hybrid workflow for the ad, I animated all of the 3-d motion to later hand off to my partner, Lily Park, for clean up and compositing. The in-store ad changed direction with the particles feeling a bit out of the brand identity and unlikely to be reused in other campaigns.

Scrapped Logo Animation before brand identity was finished

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