Meta
Developed a human-centric campaign video and collateral for Meta earth day.
Client
Meta
Services
Concept Development Campaign Creative Video Production & Motion Presentation Design
Year
2022
Role
Art Direction Lead Multimedia Designer
Challenges .
In celebration of Earth Day, Meta launched its global #MyEarthDay campaign to introduce a major new product feature: Fundraising on Instagram Reels. Rolled out across 30 countries and connecting users to over 1.5 million charities, the initiative aimed to turn existing digital behaviors into tangible global action. The creative challenge was to design a highly engaging, human-centric visual language that could seamlessly announce this new interactive product framework unifying user-generated content and creator perspectives into an emotionally clear, high-performing narrative that maintained absolute editorial rigor across public and executive channels.
Solutions .
I directed the multimedia asset design and visual layout systems, engineering a cohesive cross-platform toolkit that spanned a central campaign hero video, an informational campaign catalog, and strategic presentation decks. To humanize Meta's sustainability goals, I developed a unique collage-based motion language curating, sequencing, and shaping raw user-generated Reels into a fluid, human-centric video trailer. This visual identity was meticulously translated into structured presentation architecture and print layouts, establishing a flawless design syntax across every executive and consumer-facing touchpoint.
Results .
The visual ecosystem successfully anchored a high-performing product launch that earned praise from Meta’s leadership for its execution and emotional clarity. By bridging high-impact video production with a structured campaign identity, the deliverables helped drive immense visibility for the new feature rollout. Powered by this unified visual system, the campaign successfully reached 33.3 million people on Instagram by leveraging key creator partnerships, while generating a broader broadcast network footprint that captured 9.4 million viewers.
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