The images celebrate the liberating force of the road trip, interpreted as a meta-phorical escape from the constraints of modern society. The narrative is a continuation of Steven Klein’s 2017 campaign story in which the protagonists shook off their past to free themselves. Now we celebrate these forwardlooking individuals as they follow their dreams and set out on a never ending adventure to embrace their true selves. The spirit of the campaign is immediate, irrepressible and authentic, capturing the transformative power of self-expression.
“It’s about freedom and letting go,” explains Klein. “Living in turbulent times, one of the things that evokes that for many people is a road trip. This campaign represents that no matter what hardships come your way, you can be an individual, go on your own path and experience fun, optimism, creativity, love… everybody’s looking for their own personal freedom.”
The protagonists each wear a Ray-Ban icon, an extension of their distinct personalities: The Marshal, Wayfarer Blaze, Aviator Evolve and Hexagonal.
Alongside the images the campaign also features a video campaign, four separate character videos and additional digital content, revealing more about the protagonists’ unique personal odysseys.