Making Ray-Ban dreams concrete

Ray-Ban are probably the world's most iconic sunglasses brand. They perfectly balance simplicity with coolness, and there isn’t anyone in the world who doesn’t love at least one of their pairs of sunglasses.

Together with Gents we crafted original images for a social media campaign that showcased their latest collection. We were responsible for every little detail: from the production and building of the props to the set design and photoshoot itself. In post-production we finetuned every image to deliver a picture-perfect result. Everything you see is real. There was no 3D rendering; we cut, split and drilled into actual concrete blocks for a powerful and tangible result.



art-direction, photography

creative director
Jim Van Raemdonck

Dries Caekebeke, Phoebe De Corte