Meta Quest
In October 2024, Meta launched its latest mixed-reality hardware: the Meta Quest 3S. I led the creative development of an extensive library of launch materials; hundreds of motion and static deliverables used across campaigns, e-commerce platforms, physical retail displays, as well as performance and social marketing efforts.
Instagram “Connection Campaign”
“Some big things start small” that was the mantra behind Instagram’s 2023 brand campaign. To bring this sentiment to life we captured authentic portraits of connection between Gen Z creators, leaning into creative insights, social-first trends, and organic sharing behaviors.
Photos by Marie Tomanova
Instagram “Always beta”
In 2023, Instagram underwent a creative overhaul, ditching a polished commercial aesthetic and moving towards a more youthful, “mobile-first”, experimental vibe.
To launch this strategic change, I spearheaded the rebrand of Instagram’s photo and motion guidelines. Through a series of brand shoots, we established a new visual tone, the assets from which went on to be used across a full spectrum of needs from campaign, to design and external comms.
Instagram “We make today.”
In the midst of a global pandemic, Instagram kicked off its biggest brand campaign ever: “We Make Today.” As Creative Lead, I wrote the manifesto that became the hero script for our campaign (shown at right) while also leading art direction for a series of shoots, commissioned UGC, and audio deliverables.
The iconic @Bennydrama on set
Instagram x Donté Colley
A special part of working at Instagram was the unparalleled access and opportunity to collaborate with emerging creators. When tasked with a social campaign to introduce a redesigned “Stories” experience, I pitched the one-of-a-kind Donté Colley to help launch this new experience in an inspiring way.
Fun with Donté behind the scenes:
Instagram “Reels” Korea launch
The launch of Instagram Reels in Korea presented an exciting opportunity to collaborate with some of the biggest names in K-pop culture, including Rosé from Blackpink and Stray Kids. This social campaign performed so well that we created localized translations for the U.S. market as well.
Instagram “Mental Health Awareness Month”
Well-being and mental health were consistently important topics at Instagram. To support these conversations during “Mental Health Awareness Month” we launched a social campaign aimed at connecting people with creators who were using their platforms to engage in meaningful discussions about the social pressures faced by a Gen Z audience.
Instagram “Shop from creators”
Creators being able to link and share products directly from their posts marked a major milestone in Instagram’s e-commerce journey. To introduce this much-anticipated update, we enlisted beloved creators Hannah Bronfman, Alyssa Ashley, and Ellen V Lora to create a dynamic launch film presented at Meta’s annual 'FB' event.
Instagram “In the DMs”
For this social campaign supporting direct messaging we focused on relatable, everyday use cases for a teen audience: shared interests, unfiltered convos and privacy.
Instagram “Earth Day”
To celebrate Earth Day, we launched a social campaign promoting trending hashtags, connecting our audience to relevant creators and resources promoting a more sustainable lifestyle.
Instagram “Slider Sticker Launch”
At Instagram, product updates (such as the “Emoji Slider Sticker”) presented fun opportunities to create social ads that could serve as micro product tutorials. In this case that meant bringing to life burgers and pizza to show off the latest in creative tools.
Instagram “Feature Crush”
What better use case for Instagram Stories than to show off whatever get’s your “❤️” . This social campaign helped drive awareness for product features through relatable teen and young adult scenarios.
Instagram Japan“Explore More”
For this JP social campaign promoting “Explore”on Instagram, I collaborated closely with Japanese marketers to create an experience that reflected the cultural nuances of emerging Japanese interests.
Instagram “What you ❤️ lives here”
Whatever you’re into, it’s on Instagram. This social campaign was designed to help active users become more familiar with the world-expanding experience of “Explore” on IG.