Brilliant Labs
Brilliant Labs is a pioneering wearable tech company founded in 2019 by former Apple Program Lead Bobak Tavangar and co-founder Ben Heald. The company is redefining how humans interact with technology through AI-powered glasses that blend open-source hardware with cutting-edge generative AI. Following the launch of Monocle, Brilliant Labs introduced the Frame series, culminating in the 2025 release of Halo, a sleek, everyday wearable powered by an agentic AI assistant named Noa, and the memory system Narrative.

The Mission
The Strategy
Eleven International devised a multi-layered communications campaign designed to position Brilliant Labs at the forefront of wearable AI and generative hardware innovation. The key components included:
Product Launch Amplification: We framed the release of Frame and Halo as a major step forward in wearable computing, emphasizing its unique AI integration, real-time object recognition, and human-centric design.
Thought Leadership & Founder Positioning: Leveraged the credibility and backgrounds of the founding team to secure interviews, op-eds, and podcast features, reinforcing their vision for the future of ambient computing.
Narrative Building & Media Targeting: We crafted messaging around the open-source nature of the platform, investor backing, and the emerging trend of hands-free AI agents. This enabled tailored pitches to top-tier tech, design, and innovation media across the U.S., Asia, and Europe.
The strategy was built to not only introduce the product but to seed a larger conversation around the next generation of AI-infused devices and human-machine collaboration.
The Results
The campaign achieved wide-reaching media impact, successfully positioning Brilliant Labs as a standout player in the AI hardware space. Coverage highlights include TechCrunch, The Verge, Digital Trends, Forbes, and Wired, all spotlighting the uniqueness of the Frame glasses, the power of the Noa AI assistant, and the bold vision behind the product.
Founder storytelling also paid off, with in-depth profiles and interviews secured across outlets like CNET, Android Central, and The Verge’s podcast series—further humanizing the brand and establishing Brilliant Labs’ leadership in the category.
The result was not just strong visibility around launch, but a clear and memorable brand identity that framed Brilliant Labs as more than a device maker—it became seen as the torchbearer for a new era of wearable intelligence.
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