Meta's little wonders
Tendril launch Meta's new line of AI glasses with a series of ten short films.
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For the launch of Meta's new line of AI glasses, Tendril joined forces with Builders Club to produce a series of ten short films built around a single idea: present the glasses as a fashion object rather than a piece of technology.
This partnership aims to redefine the aesthetic legacy of wearable technology by moving beyond technical utility into a realm of humorous wit and sophisticated seduction.
The team developed a modular visual universe where everyday domestic items meet high fashion through surreal narratives. Each film is a self-contained visual gag; fast-paced, playful, and a little unexpected without tipping into gimmick.
The design language utilised soft colour gradients and pearlescent textures to provide a sophisticated, fashion-first backdrop while the storytelling maintained a light tongue-in-cheek rhythm. This strategy, applied consistently across ten different films, is what gives the series a unified point of view rather than a loose collection of effects.
Credits
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Credits
powered by- Production Company Tendril
The project was originally structured with one artist taking a single film through to completion. As the creative direction evolved and the work grew more ambitious, that model opened up into something more collaborative. Artists moved across films and stepped outside their usual roles, pooling skills to bring the full series together.
That shift became one of the project's biggest upsides. Working across roles surfaced skills within the studio that hadn't had room to show themselves before, and the collaboration is the part of the project the team is most proud of.
The campaign launched across global social platforms, setting a new benchmark for how technology brands can tell a fashion story rather than a product story. By balancing an elevated fashion direction and a playful sense of storytelling, the films cut through the noise of an oversaturated digital landscape and create moments that make people ponder, and watch over and over again.
