Meet Meta

Helping a well-known brand say Hello in a brand new way.

A little about the project:

After almost a decade and rounds of acquiring new platforms and technologies, Facebook had decided to rebrand its parent company as Meta. Around the world, we were getting feedback that businesses were finding it hard to understand why this change mattered and what Meta represented. So for the first major brand campaign, we landed on Meet Meta, an invitation for businesses to see countless and amazing possibilities that can be unlocked when they use our platforms and technologies. We created short 15 seconds films that impactfully brought to life the end benefits of some of our core products. In Korea, these film assets were launched alongside the Meta Marketing Summit where we got a chance to collaborate with brands on-ground to let people experience our technologies in real-time.

Some challenges in getting this out:

On the film side of things, 15 secs is always a challenge to tell a succinct yet beautiful story. A lot of effort was put into cracking the camera movement between the settings to make the storytelling as seamless as possible. The collaborations at the marketing summit was inspiring to produce after almost two years of digital events due to the pandemic. It was great fun to brainstorm and think of how to engage event-goers through doing and not just seeing.

Why this mattered to me:

Keeping a stalwart tech brand relevant and user-centric in its branding is often difficult as it grows in size – this was especially pronounced in Meta as our family of technologies grew in breadth and depth. Collaborating with multiple stakeholders to find an inspiring and human-centered approach that effectively communicated the impact of our products and allowed us to flex the creativity and potential of our technologies was hugely challenging but rewarding.