Virtual Event Recap
During a recent private LEAP Alumni & Community call, members heard an inside look at how one of the year’s most successful Super Bowl campaigns was built. Shachar Scott, former VP of Global Marketing at Meta, and Matthew Vaughn, award-winning film director and producer, walked through the strategy, decision-making, and creative leadership behind Meta’s breakthrough Ray-Ban Meta campaign
These conversations connect senior marketers across industries and spotlight real lessons from leaders who have shipped high-risk, high-impact work. Below are the highlights.
The Spark Behind the Swing
Shachar opened with a core tension every marketing leader faces: how do you create something culturally meaningful when everyone else is trying to do the same? Ray-Ban Meta was entering its third year, competitors were accelerating, and the team knew the existing playbook would not deliver the impact they needed.
“We knew we needed to go bigger and better. Holiday and spring-summer were not going to cut it anymore.”
That raised a sharper creative question: what actually breaks through in the most crowded advertising moment of the year? For Shachar, it started by rejecting the expected. Sports would have been the safe Super Bowl choice, but also the quickest way to blend in. "If we had done sports or featured prominent athletes, I do not think it would have broken through as much as we did."
As she explored new directions, Shachar came across Matthew’s early work shot entirely on Ray-Ban Meta glasses, which revealed a creative and technical mastery that immediately stood out. She reached out, and the connection quickly became the catalyst for a new kind of partnership.
“He was someone who elevated the work. Someone that challenged us to do things we had never done before.”
Together they leaned into art, humor, and the human messiness of interacting with AI — a combination that felt disarming and culturally fresh.
How Great Leaders Break Through
Commit to an unexpected direction. After sixteen scripts and extensive internal debate, the team aligned on a completely different angle: art, humor, AI, and Ray-Ban Meta as the connective thread. “By script number seventeen, we did art. And that is why it worked.”
Protect the creative vision by reducing noise. Matthew noted that too many voices stall momentum and dilute clarity. “When you are deep into creativity, you cannot have too many voices. There has to be one vision everyone moves toward.”
Create confidence so talent can take risks. Talent hesitation often comes from fear, not misalignment. Matthew shared that once performers feel secure, they expand what is possible on set. “Most no’s come from fear. You have to make them feel secure and believe they will be okay.”
Stretch brand partners without compromising integrity. Humor was outside Ray-Ban’s historical tone. Shachar and Matthew helped them step into new creative territory while staying true to the brand’s identity. “They are an edgy, iconic brand, but humor was not part of their tone.”
Align on measurable goals. Shachar was clear that despite many objectives, one mattered most: increasing awareness among US Gen Pop. And the Super Bowl was not the finish line. It was the ignition point for a larger, long-tail campaign.
Why It Matters
This conversation reinforced that meaningful brand impact comes from marketers who are willing to choose the unexpected and protect the creative vision. Breakthrough work depends on trust, collaboration, and the courage to take calculated risks. In moments of high visibility and high pressure, clarity and conviction matter most.
As Matthew noted, “People want originality. So you have to be brave.”
About Shachar Scott and Matthew Vaughn
Shachar Scott is a global marketing executive and former VP of Global Marketing at Meta, where she led brand and integrated marketing across hardware and software, including Ray-Ban Meta, Oakley Meta, and Meta Ray-Ban Display AI glasses. She has driven award-winning campaigns across Meta, Snap, Apple, and several high-growth consumer technology companies.
Matthew Vaughn is an acclaimed director, producer, and founder of MARV Studios. His films include Snatch, Layer Cake, Kingsman, Stardust, Kick-Ass, and X-Men: First Class. He continues to experiment at the intersection of storytelling and emerging technology.