Even Realities has introduced its "Exposed" campaign, which will evolve into an eight-episode micro-drama on TikTok starting October 8. The campaign highlights privacy concerns surrounding camera-equipped smart glasses, questioning where consent fits when anyone can be recorded without knowledge. Directed by Ishana Night Shyamalan alongside VITURE Worldwide, "Exposed" aims to spark a cultural conversation rather than run a traditional ad.

Deepa Patel, managing director at VITURE Worldwide, stated, "We didn't want to run another traditional ad that people instantly skip; we wanted to tap into a cultural conversation and build a piece of entertainment genuinely worth watching." The campaign is rolling out in major cities like the San Francisco Bay Area and New York, including Times Square and buses near Meta's campus during Meta Connect.

Even Realities emphasizes that "smart glasses do not need cameras to be useful." The micro-drama addresses the growing issue of privacy violations, especially as Meta faces backlash over camera-equipped glasses. Reports suggest Meta is exploring hardware locks for cameras and microphones, responding to user concerns about being filmed without consent.

VITURE's founders have also showcased glasses with privacy features. The eight-episode series will be available on TikTok starting October 8, aiming to shift perspectives on the necessity of cameras in smart glasses.