Joaquin Phoenix Stars in AI Eyewear Campaign Directed by Jonathan Glazer

If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission.

Joaquin Phoenix is entering the world of wearable AI.

The Oscar-winning actor stars in a new campaign film for Gentle Monster’s upcoming intelligent eyewear collection, directed by “The Zone of Interest” filmmaker Jonathan Glazer. The South Korean eyewear brand unveiled a first-look teaser Friday, ahead of the collection’s Nov. 12 pre-order launch.

The surreal short film follows a salesman, played by Phoenix, who encounters a series of bizarre occurrences inside an unfamiliar hotel. He then comes face-to-face with mysterious figures at the end of a red-lit corridor, eventually discovering that his intelligent eyewear allows him to understand and communicate with them. The full film is scheduled to debut later this month.

The collection is part of a larger partnership between Gentle Monster, Google and Samsung, first unveiled at Google I/O in May. Built on Google’s Android XR platform and powered by its Gemini AI assistant, the smart glasses promise to offer hands-free assistance, allowing users to take photos, make calls and translate conversations.

Fashion and technology companies have been trying to make AI-powered wearables the next “big thing” for a while. The wave continued with Meta and Ray-Ban’s second generation of AI glasses endorsed by Kylie Jenner earlier this year. Meanwhile, luxury conglomerate Kering, whose portfolio includes Gucci and Saint Laurent, has partnered with Google to develop its own AI-powered eyewear. In April, Kering CEO Luca de Meo said the company was targeting a 2027 debut for Gucci-branded smart glasses.

Pre-orders for the Gentle Monster Intelligent Eyewear Collection begin Nov. 12, followed by a public preview in New York from Nov. 13 to 23. Registration for the preview will be available through the brand’s website.