A creative growth partnership / 3+ years

Ra Optics
× DTC Marketing

More than three years across paid media, creative, email marketing, websites, and product launches.

We helped Ra expand beyond podcast marketing, rebuild its Klaviyo flows, produce the Andrey Rublev campaign, and launch LUMIOS. Here’s the work and the thinking behind it.

Operating partnershipPaid mediaCreativeWebEmailProduct launches

Ra Optics / Selected workLUMIOS / Brand film

Expanding beyond
podcast marketing.

Founder Matt Maruca had grown Ra Optics into a seven-figure business through podcast marketing. By appearing on major podcasts to discuss the science of light, he had built a powerful channel around his expertise.

It was time to expand. The question was where to begin.

He could build an internal team and train it to operate across Meta, Google, and Klaviyo. Or he could bring in an operating partner with the playbooks already in place.

He chose a partner.

Building Ra’s
Meta ad account.

We started the Meta ad account from scratch. Our first move was to activate our Media Mix Matrix: a framework for testing a diverse range of creative, shaped by our experience operating dozens of DTC ad accounts.

We tested different creative angles to find which ones brought in customers.

The first creative tests

Which ad
won?

Three ads. One winner.
Watch the creative, then make your pick.

Creative 01

Creative 02

Creative 03

Choose the creative you think won.

The athlete partnership

Andrey Rublev
× Ra Optics.

When the celebrity angle started getting copied, Ra took the next step: a direct partnership with one of the world’s top tennis players.

We coordinated the campaign production and brought it to email, ads, landing pages, and social.

The campaign film

Andrey Rublev × Ra Optics · 28 seconds

Silent preview

Behind the scenes

Madrid.
One day.
Between matches.

Andrey was ranked among the world’s top ten tennis players. We had one day in Madrid, working around his match schedule.

Robbie coordinated an international crew: an editorial photographer, a cinematographer who was then one of Beautiful Destinations’ top creatives, and our designer, Clara.

Clara joined the shoot so she could bring that firsthand experience into the campaign’s emails, static ads, landing pages, and social.

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 1 — Madrid / On set01 — 06

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 2 — Madrid / On set02 — 06

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 3 — Madrid / On set03 — 06

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 4 — Madrid / On set04 — 06

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 5 — Madrid / On set05 — 06

Behind the scenes at the Ra Optics and Andrey Rublev shoot in Madrid, photograph 6 — Madrid / On set06 — 06

Scroll sideways to explore the shoot.

From Madrid
to Wimbledon.

The film debuted at a private party in Wimbledon alongside the launch of the custom Rublev frame.

Rebuilding Ra’s
Klaviyo email flows.

As ad spend grew, we rebuilt Ra’s Klaviyo flows to support the people arriving from those ads. Welcome emails explained the products, abandoned-checkout emails followed up with shoppers, and post-purchase emails helped customers understand and use what they had bought.

Welcome, checkout & post-purchase emails

Swipe across. Scroll inside to read.

Ra Optics: Welcome / Problem awareness email — Welcome / Problem awarenessScroll inside to read ↓

Ra Optics: Welcome / Social proof email — Welcome / Social proofScroll inside to read ↓

Ra Optics: Abandoned checkout / Social proof email — Abandoned checkout / Social proofScroll inside to read ↓

Ra Optics: Post-purchase / The science email — Post-purchase / The scienceScroll inside to read ↓

Ra Optics: Post-purchase / Complete your light system email — Post-purchase / Complete your light systemScroll inside to read ↓

Website redesign.
Updated ads & emails.

Following the Rublev launch, we redesigned Ra’s website.

We also updated the static ads, emails, and landing pages so the new direction was consistent wherever customers encountered Ra.

The website, before & after

Original → Redesign

After

Before

Drag the divider to compare. Both websites scroll together.

LUMIOS
Product launch.

Launch strategy, film, photography,
ad creative, web, and email.

Launching Ra’s
circadian-friendly LED.

After more than five years of development, Ra was ready to introduce LUMIOS, its circadian-friendly LED. We helped plan and execute the launch.

The launch strategy considered product margins, the market, product performance, and whether customers were ready for the new category. Our work covered the launch film, photoshoot, ad creative, website, and email.

What we delivered

Strategy

Launch film

Photoshoot

Ad creative

Web

Email

LUMIOS launch film

LUMIOS campaign photography

A woman standing in a window under warm LUMIOS lighting

Side-by-side warm and cool lightbulb comparison in a living room

Friends sitting on the floor playing a board game under warm LUMIOS lighting

LUMIOS launch emails

Pre-orders / Trio Set — full LUMIOS email — Pre-orders / Trio SetScroll inside to read ↓

Launch / Morning — full LUMIOS email — Launch / MorningScroll inside to read ↓

LUMIOS Candle — full LUMIOS email — LUMIOS CandleScroll inside to read ↓

Launch / Evening — full LUMIOS email — Launch / EveningScroll inside to read ↓

LUMIOS website
on desktop & mobile.

The launch experience, at every size.

LUMIOS desktop launch website, from product introduction to the lightbulb comparison and product range — raoptics.com / LUMIOS

A closer look at the launch website. Hover to pause; scroll inside to explore.

Ra Optics × DTC Marketing

Three years of
Ra Optics × DTC Marketing.

From the first Meta ad tests to an athlete campaign and a new product launch: selected work from more than three years together.

Explore more work →

Ra Optics
× DTC Marketing

Expanding beyond
podcast marketing.

Building Ra’s
Meta ad account.