9th September 2025, Milan, IT – For too long, our identities have been clipped and tamed by soulless systems and brittle binaries. As a harbinger self-expression, Ray-Ban has been redefining style outside the limits since 1937, finding deep resonance with those who long to break free from conventions that feel rigid or performative.

 On September 4th, Ray-Ban elaborated on its iconoclastic approach with the launch of a new campaign and animation, Ray-Ban.EXE, that blends the visual language of Korean webtoons with dystopian storytelling to call viewers to their own creative awakening.

Unveiled at the brand’s first-ever pop-up in Seongsu-dong, Seoul, Korea – a symbolic choice – the premiere brought together cultural trailblazers at the heart of a creative scene that is increasingly shaping global youth identity. The initiative marks more than just a creative milestone: it reflects Ray-Ban’s ambition to reposition itself as a brand in sync with Korea’s next generation – and, through their cultural influence, with Gen Z audiences worldwide.

Through its arresting graphic style, the film paints a picture of an austere future where the world is controlled by humanoid machines, programmed to eliminate any trace of individuality, memory or self-expression. The protagonist, EV11, is a robot tasked with destroying non-conforming objects; until one day, when he discovers a black briefcase containing a pair of Ray-Ban Clubmaster sunglasses. When he slides on the shades, something awakens inside of him. A memory, a spart of identity stirs within. Suddenly marked as deviant, EV11 escapes and re-emerges in the real world as a human named Kim. He finds himself in a facility filled with others still trapped in the simulation. Greeted by a group of likeminded rebels, they hand Kim another pair of glasses, this time to pass forward. He places the glasses on a sleeping girl, kickstarting the cycle of awakening again.
Far more than a mere accessory, Ray-Ban cements its status as a catalyst for identity and self-actualization – a tool to bring about the true connection we crave.