Brief

What if trying on a new pair of glasses didn't happen in a store?

What if it happened while spending an afternoon shopping along Abbot Kinney. Ducking into a boutique in SoHo. Or grabbing a cafecito in Little Havana.

That's the idea behind Meta's AI glasses. Technology designed to fit seamlessly into everyday life.

To introduce the collection, Meta partnered with Overall Murals to bring the campaign out of the screen and onto the street, creating six hand painted murals that showcased the different styles of the Meta AI glasses in neighborhoods where people naturally stop, look, and explore.

Build

Six walls. Three cities. Countless double takes.

Overall Murals transformed campaign photography into six larger-than-life hand painted murals across Los Angeles, New York, and Miami.

Three of the six walls showcased models wearing different Meta AI glasses, highlighting the range of frames and styles across the collection. The other three featured trendsetter Kylie Jenner wearing the limited-edition Skyler Classic Black Kylie Edition, turning an exclusive collaboration into an unmissable street moment.

We've spent years turning blank walls into neighborhood landmarks. Long before we were painting campaigns for global brands, we were painting walls because that's where stories live. That same craft went into every portrait, every reflection, and every detail of each pair of glasses, proving that even the most advanced technology can feel right at home when it's painted by hand.

Reveal

Technology usually lives behind a screen. This campaign asked people to look up instead.

Across three cities, Meta AI glasses became part of the neighborhoods themselves, inviting people to experience the collection the same way they experience great street art: unexpectedly, at full scale, and out in the real world.

The result wasn't just six murals. It was six new ways to see what the future of eyewear and technology looks like.

Impact

The campaign generated 4,861,240 impressions across Venice, SoHo, and Little Havana.

By combining celebrity, style, and the timeless craft of hand painted murals, Meta turned a product launch into something people didn't just scroll past; they walked past, stopped for, photographed, and shared. Because even in an AI-powered world, there's still something unforgettable about paint on a wall.