Daniel Ilic
Creative Director
Scroll down for a selection of work.
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Oakley Meta
Establishing Oakley Meta as an AI glasses brand meant positioning performance heritage against emerging tech. Led creative strategy, brand identity, and product storytelling across hardware, software, and experiences. Built motion language and photography direction that connected Oakley's 70-year legacy to next-gen innovation. Managed production partners and directed assets reaching millions.
Ray-Ban Meta
Ray-Ban Meta needed to feel like an everyday product, not a futuristic experiment. Led brand strategy and visual identity that anchored Meta's technology in Ray-Ban's cultural heritage and authenticity. Directed campaign systems, product storytelling, and integrated experiences across launch, retail, and digital. Established the visual language that made AI glasses feel accessible.
Meta Ray-Ban Display
A display-equipped glasses category didn't exist. The challenge was making the new experience clear without alienating Ray-Ban's audience. Led the strategic positioning, visual identity, and product expression that introduced hardware innovation as a natural evolution of Ray-Ban. Directed photography, CGI, motion, and campaign assets that explained and legitimized a new form factor.
Meta Wearables Portfolio
Unifying Ray-Ban Meta, Oakley Meta, and emerging hardware under one portfolio required shared design principles without erasing brand distinction. Led the development of portfolio-level brand foundations, visual systems, and governance frameworks that allowed three distinct brands to feel strategically connected. Managed cross-brand production and established operating models that scaled across concurrent launches.
Facebook: World of Hopes
Reframing Facebook around connection, possibility, and hope required a strategic repositioning at company scale. Led creative strategy and campaign direction that shifted the brand narrative away from platform utility toward human value. Directed integrated campaign systems, digital experiences, and storytelling that reached billions. Managed executive partnerships and shaped messaging that influenced organizational perception and culture.
North Kingdom
Over a decade at North Kingdom, I spent the first six years developing creative capabilities across multiple disciplines. Founded and scaled the Los Angeles studio from zero, building teams of designers, strategists, and producers. Led creative direction and brand work for Google, Disney, Netflix, Sony, LEGO, and adidas, establishing how emerging technologies, design, and storytelling could solve business problems at scale.