It’s Your World.

CLIENT: Meta

ROLE: Art Director, CREATIVE X

PROBLEM: After Meta’s rebrand, there was low awareness of what Meta stood for as a brand, even though people recognized its apps (like Instagram and Facebook) we were tasked to build Meta's brand awareness while highlighting its role as a platform for creators and communities.

SOLUTION: Do a brand positioning social campaign targeted towards Gen-Z. We teamed up with emerging creators in the Gen Z target range, each with unique interests, to show how meta’s apps give them agency to shape their world. Together our team worked with 9 creatives and artists to craft fun, unexpected and somewhat bizarre videos that give a peek into their worlds!

MY ROLE: Working with my copywriter partner, I crafted unique ad spot narratives that pertained to the creator and helped target the Gen-Z audience. We interviewed the creators, internally storyboarded out narratives, filmed on-site with the creators, and oversaw production working with our production agency on the edit and CGI art direction. Deliverables included IG stories, social posts in-feed, :15s and :30s ad spots

IMPACT: We succesfully showed Meta in a relevant and positive spotlight. Our creators receveied positive feedback from their micro communities.