The RAY-BAN CTX Collection campaign highlights innovation and new materials. The collection was developed by the Ray-Ban Innovation Lab.
The photographer for the futuristic-looking campaign was Omid Aghdami. Among others, male model Filip Gasiewicz was in front of his camera. The creative team at ONE HUNDRED BERLIN was responsible for post-production.
The CTX, or Innovation Lab, series utilizes special metal blends for its futuristic design. CTX (Copper-Titanium) is an alloy made from 95% recycled material, making it extremely lightweight, durable, and hypoallergenic (nickel-free).
The advertising agency behind the Ray-Ban CTX Collection (2026) is Milan-based Olympìque. They were responsible for both the creative direction and production. Filippo Vezzali was the Executive Creative Director, Fedra Malara the Global Senior Art Director & Creative Director, and Fran Mng and Chiara Chiarinskij were Art Directors.
The campaign was produced under the direction of EssilorLuxottica (Ray-Ban's parent company), with A$AP Rocky serving as the first official Creative Director for Ray-Ban Studios since 2025, shaping the brand's overall vision.
The Ray-Ban Innovation Lab is a specialized research and design division within Ray-Ban, focused on developing cutting-edge materials and technologies for eyewear. It was officially launched in 2024 alongside the first smart glasses, in collaboration with Meta. The Lab serves as a creative hub for exploring the boundaries of design and functionality.
GoSee : ray-ban.com
TEAM
Photographed by @omidaghd
Produced by @olympique_production for @rayban
Executive Creative Director @filippovezzali
Global Senior Art Director & Creative Director @fedramalara
Art Director @fran.mng @chiarinskji
Executive Producer Client @laura_laurina
Coordinator @problemesdeprincesse
Styling by @benedettabaruffi
Hair by @pierpaololaihair via @julianwatsonagencymilan @julianwatsonagency
Hair assistant @manuel_sunda & @gs__hairstylist
Make Up by @vanessa.icareg via @blendmanagement
Model @f.gasiewicz
Light tech @delfobardellibotarelli
Digital @___diamantha
Finishing by @onehundredberlin
