To bring the “Live All In” marketing campaign to life IRL, Ray-Ban and Meta hosted a one-night-only concert experience. Centered around Busta Rhymes’ ‘90s classic Put Your Hands Where My Eyes Could See, the event merged music, tech, and culture — placing their AI-powered smart glasses at the center of it all.

600 guests arrived with no idea they'd be walking away with a brand-new pair of Ray-Ban Meta smart glasses. They stepped into a guided retail experience where specialists helped set up their devices. After getting their glasses, they locked up their phones, ensuring they were primed to capture the night — hands-free.

The space was embedded with voice-activated prompts and mirrored surfaces — subtle cues that showed off the product’s full range of capabilities. Guests were encouraged to experiment with their glass capabilities with prompts like: “Hey Meta, take a photo” or “Hey Meta, look and write a rap verse about what I see.”

Activations pulled inspiration from the golden era of hip hop: a live graffiti mural by a Brooklyn-based artist, a hip hop studio where guests mixed tracks using stems from Busta’s iconic track, and a metallic balloon cage that nodded to fisheye lens visuals of the era. The entire environment was designed to feel as dynamic and expressive as the city itself.

Performances by campaign stars Busta Rhymes and Offset, alongside Coi Leray, closed out the night. With phones still locked away, the crowd captured it all through their glasses — synced to their phones and waiting for them by the time they left.