At Meta's Conversations conference, we aimed to tell the story of how Messaging revolutionized personal communication and reshaped the business landscape.
Background
It all began with a conversation, discussing the essential assets required to deliver a captivating keynote. We explored the concept of presenting stories in an intimate fireside chat format.
Our keynote unveiled our visionary approach to messaging-powered business transformation, exciting product announcements, and inspiring success stories.
Role
Art Director
Creative Director: Tom Baird
Producer: David Helberg
Partner: Strike Anywhere
#Thanks to all of my internal and external partners for bringing this concept to life.
'Good Ideas Deserve To Be Found' Campaign & Festival
Our team was tasked with creating a campaign and festival that celebrates small business ideas. This initiative aimed to spotlight small business ideas that have found success using personalized ads to reach customers and grow their businesses.
As businesses increasingly recognize the power of personalized ads, we hope more will advocate for them as a deserving tool.
As an art director, I developed and designed graphics packages for original productions and led external design agencies to help make these projects come to life.
As a result, the program saw impressive results:
3 out of 10 languages showed stat sig lift for increase in SMB revenue of more than +5%
SMB revenue for U.S. English language increased by 5.5%
Reached 173 Countries (88% of the globe)
>46MM Unique Video Views
Role: Art Director
Awards:
2022 Event Marketer Ex Awards (Silver)—Best Multichannel Marketing Campaign
2022 Event Marketer Experience, Design & Technology Awards (Silver)—Best Measurement or Data Strategy
Credits:
Meta Content Development Team
Meta Creative Development Team
Meta Production Team
Partners:OBE, In House
Overview
In early January, our internal creative team at Meta collaborated with product marketing managers and engineers to launch an explainer video about the Variance Reduction System (VRS). VRS is an improved system designed to promote equitable distribution of ads on Meta technologies.
As an art director on the project, I helped shape the overall visual strategy of how to communicate our complex ads ecosystem using simple illustrations. With a nimble creative team, we partnered with the inclusive design motion studio, Bien, to create the final illustrations and motion.
Check out the announcement and video on Meta Newsroom here:
https://about.fb.com/news/2023/01/an-update-on-our-ads-fairness-efforts/
Learn more about this new technology in our technical paper and on our AI blog.
Year: 2023
ECD: Thomas Hutchings
Art, Creative Lead: Vanessa Lee, Piper Weaver
Copy, Creative Lead: Samantha Holler
Producer: Aaron Patterson
Meta
C&E (Creative & Experiential) and Studio X are Meta's internal global business marketing and design communication teams.
We collaborate with agency partners and internal professionals to bring marketing campaigns to life.
These are sizzles summarizing select work, enjoy!
Meta
Overview
Meta Career Programs provide a learning opportunity to everyone regardless of their educational background and/or experiences. The goal was to help them learn high-quality skills to land a high-growth, high-quality job e.g., Metaverse, SparkAR or Software Engineering.
Creative Strategy
Our campaign concept was rooted in a consumer-centric and user-generated content feel—and we treated everything from the messaging to the visuals as if it is tailored for one and native to our own social platforms.
As a creative lead on the project, I partnered with the Meta Business Education team to launch 7 new career credential campaigns.
Impact:
608.6K professionals globally have enrolled in aggregate across all 7 career certificates and metaverse courses available on Coursera (204% lift YoY surpassing 2022 goal by 52%)
9.5K people have completed 100+ learning hours to become certified Social Media Marketers & Marketing Analysts
35.7K people enrolled in a 10-hour course to learn about the metaverse. This course educates the public about what it is and why it matters, how we are building an inclusive metaverse & helps expand metaverse creators
Expanded developer community by enrolling 165.7K developers in training programs across web & mobile development and react native
If you’ve been wondering what the metaverse is and what all these buzzwords mean—this course is for you! 👏
https://lnkd.in/gYJ6abVJ
Creative Lead: Vanessa Lee
Global Marketing Manager: Kelly To, Kaylin Meyer
Producer: Teri Heyman
Thanks to all my creative partners and Bien for collaborating with me on this project!
Overview
Microsoft’s HoloLens 2 offers the most comfortable and immersive mixed reality experience available—enhanced by the reliability, security, and scalability of cloud and AI services.
The unveiling of Hololens 2 at the Mobile World Congress Barcelona 2019 was one of Microsoft’s key events for the year.
As a visual and motion design lead, I had the privilege of creating numerous films, animations, concept art, and other visual explorations to showcase the potential of this groundbreaking technology.
#Thanks to all of our talented internal and external partners for bringing this project to life. Collaborating with all of you has been a truly magical experience! 🔮
Responsibilities:
Art Direction
Visual & Concept Development
Web, Social
3D, Motion
Compositing
Credits:
Creative Chaos Team
Cognition Design Team
Cinco Design
Zelig Sound
Small Business Support & Recovery, Facebook
Overview
Supporting small businesses during the COVID-19 crisis was proven to be crucial for the well-being of entrepreneurs, communities, and the economy. With many physical stores closed, social media became the new online Main Street, making the shift to conducting business online more urgent than ever.
I was brought on to help Facebook (Meta) announce new ways for people to support and discover small businesses, along with more tools for keeping businesses informed and connected with their customers. One of our key achievements was the launch of the "Support Small Business" sticker on Instagram, along with the #SupportSmallBusiness hashtag and the "Business nearby" feature on the Facebook app.
To maximize awareness, we crafted engaging social ads for the Marketplace Community, highlighting two essential Small Business initiatives: '#SupportSmallBusiness' and 'Businesses Nearby'. These initiatives further strengthened the connection between businesses and their communities, fostering a sense of support and collaboration.
Working on this project was both rewarding and challenging as we strove to make a meaningful difference in a time of crisis. The opportunity to contribute to the success of small businesses and facilitate their growth was a humbling experience.
Role: Art Director
#Thanks to our amazing XFN partners!
Creative Lead: Tim Stier, Todd Taber
Background
The COVID-19 pandemic left small businesses everywhere facing unprecedented challenges. Facebook’s Global Business Marketing Team was tasked with producing educational content for struggling small businesses. The "Boost My Business" and "Spotlights" episodes helped to unpack the challenges, shared solutions to build resiliency, and drove SMB growth.
In the "Boost My Business Show," Tan France met small businesses from the US and UK, helping them achieve their business goals by teaching them easy-to-use digital tools and techniques.
The "Boost My Business: Spotlights" series delivered five emotionally driven episodes focused on small business recovery during the pandemic.
As the art director of this project, I developed the overall look and feel for the Boost My Business brand and managed the entire production process from initial concept to completion.
Result: The series was one of the highest-rated programs produced by Boost with Facebook. The latest garnered over 20M views in the U.S. and continues to draw huge numbers on the Facebook platform.
5.7M US Season 1 views
14.5M UK Season 1 views
24.1M US Spotlights Season 1 views
20M US Season 2 views
CLIENT: Meta (Facebook)
Executive Producer: Tim O’Hara, Matt Sutton, David Helberg
Creative Director: Tom Baird,
Art Director: Vanessa Lee
Partner: Strike Anywhere Film
Meta
Overview
"Meta Prosper" is the first official global program from Meta (Facebook), designed to amplify and inspire the AAPI (Asian American Pacific Islander) Small Business Community.
As the creative lead, I had the privilege of art directing and shaping the overall look and feel of the program. My responsibilities included developing conceptual solutions and leading idea generation for various content types, such as social media, web design, campaign materials, launch videos, IG Reels, All Hands presentations, and always-on content across different verticals.
To ensure smooth progress, I effectively managed workflows and created a production schedule. Guiding both internal and external design teams, I collaborated closely with a cross-functional team (XFN) to successfully pitch and build Meta Prosper.
Result
This collaborative effort resulted in significant growth for Meta Prosper's Instagram account, which went from 0 to 26k followers within just 4 months.
Executive General Manager: Eric Toda
Marketing Manager: Alena Chiang
Content Strategist: Sarah Vella-Labrador
Creative Lead: Vanessa Lee
Art Director: Megan Chong
#Thanks to our amazing core XFN team and visionary leadership for bringing this program to life! ⚡
MBG(Meta Business Group) Summit, 2022
Started in 2007, the Summit has evolved tremendously over the past 14 years and has since become a staple in Meta Business Group's organizational culture.
As an art director, I played a key role in developing and shaping the design system, establishing a cohesive visual identity across various digital channels such as social, keynotes, web and mobile platforms. Additionally, I successfully led an external design agency and production team in creating five distinct creative content blocks, which brought the MBG Summit to life.
In the end, we created 247 assets (72 static, 80 animated, and 95 templates) for this event, receiving positive impressions across our internal Community.
Theme
Create Together
Creative Approach
Our visual identity takes an emotive approach allowing our creative to feel human through design, motion, and imagery while utilizing the new Meta branding. This introduces the new org holistically with nods to innovation, family of apps and services (FoAS), and the metaverse, while representing the impact our people make - collaboration, partnerships, togetherness, and culture.
Role
Art Director
#Thanks to all of my internal and external partners for bringing this show to life. None of this would be possible without the incredible core Summit XFN: the Global Experiential and Industry Marketing Team, the Global Production Team and our Jack Morton Partners. Thank you!
Meta
Role: Art Director
Visual Theme / Creative Narrative
With the launch of Meta heralding a new era for our brand family, we created our MWC/Davos design language to evoke the aspirations we have for its future — one that is inclusive, inspirational, and adaptable — while still feeling grounded and human in its delivery.
Central Motif: Prism
The shape and movement of the prism beckon toward the future while the rich colors, gentle curve, and dimensionality hint at the human and cultural elements of the metaverse. The extreme close up view lets us explore the nuances as those elements flow one into the next. The overall look is approachable, optimistic, and forward-thinking.
Thanks to Jack Morton, Buck Design and Meta’s Creative & Experiential Team for the collaboration.
SMB Resiliency Video
Meta
Role: Art Director
Small businesses today are facing a myriad of extraordinary challenges. Our goal with this marketing community is to serve all of these small businesses globally, and help them find success to re-emerge stronger, better and more successful than ever.
Credits:
Meta C&E Creative Development Team
Meta C&E Production Team
FACEBOOK
Role: Art Director
Overview
In late 2019, Facebook Inc (Instagram, Messenger, WhatsApp, etc.) updated the company branding to be clearer about the products. Our team was tasked with the exciting responsibility of bringing this rebranding initiative to life and introducing the latest product innovations from the company.
As the art director, my responsibility was to lead the digital content, visual and experiential design elements of the event. Collaborating closely with Facebook's internal creative team and agency partners Jack Morton Worldwide, I oversaw the development of the visual language across branding, activations, and spatial design.
Activations
Our team utilized FB HQ to showcase how the various Facebook products are coming to life in the real world. Activations were displayed outside of the meeting rooms to allow attendees time to engage with the products.
Products and Services showcased:
eCommerce, Messenger, Portal, Privacy, Oculus,
Creator - Chinatown Market
Takeaway
Together, we created a distinctive and inviting Facebook HQ space at CES 2020, designed to showcase the entire Facebook family of apps and services. Our involvement ranged from curating content for the Facebook space to providing industry insights and executing partner events on-site.
Facebook GMS Summit 2021
Role: Art Director
The GMS Summit brings together more than 7,000 Facebook employees who are part of its Global Marketing Solutions team. It’s a time to reconnect, talk priorities, network and be inspired. Last year, for the first time ever, the Summit was forced to go virtual due to the pandemic. And 12 months later, Facebook found itself in the same boat. Still at home. Many locked down. Everyone craving connections and contact.
That’s why the theme for 2021 was “Reconnect”, with the goal of reconnecting the audience back to the GMS community, with the organization’s mission, and with themselves. We wanted more than a single viewing experience, we wanted to create something that could be shared amongst all attendees to really create a feeling of connection. To bring that to life, we created an experience that evoked a total digital festival experience, channeling energy, togetherness and discovery.
Episodes were packaged into 7 programming blocks and released on Facebook’s internal channels, allowing employees to stream them on-demand. We kept the audience engaged throughout the experience with live polling, a dedicated #unsummiting hashtag on Instagram and AR filters.
The result was a 360-degree engagement extravaganza at every turn.
My role as Art Director, I established a set of conceptual themes and oversaw the creation of all digital content that populates the GMS hub and @gms_Summit social channel.
Responsible for:
3D Design, Concept
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MPC Creative NY creates dynamic ‘color therapy’ billboards for Samsung via Cheil Worldwide
MPC Creative brings a global art initiative to life in a series of dynamic digital billboards, launched across six populous cities worldwide to illustrate the sleek display of Samsung’s Galaxy Tab S. Creative Director David Estis of MPC teamed with leading intermedia artist Marcos Lutyens and John Park of Addict Films to direct and design the abstract visual journey.
Rolling out across New York City, Toronto, London, Amsterdam, Milan, and Singapore, the large-scale project seeks to entice viewers as visuals evolve and morph to a harmonious balance according to the city’s current conditions such as temperature, time, and weather. Intensive planning went into the city’s unique element theme, from sublime smoke in Singapore to illuminating colored glass in Milan to shifting paint drops in London.
Framestore
Role: 3D Design, Generliast
I was brought on for Benjamin Moore's campaign, titled 'Shades of Love, Hometown Loyalty,' to create visually stunning content.
Our mission with this project was to showcase the beauty of deep, rich, and enduring paint colors, evoking emotions of love and happiness.
Cannes Lions Live 2021
Meta participated in Cannes LIONS Live 2021– a virtual festival that provided a global meeting place for marketers, creators and innovators to inspire each other and celebrate creativity within the industry.
This year at Cannes LIONS Live, we wanted to tell the stories of the businesses, brands, creators and communities who are changing the world. Our organizing principle was "Good Ideas Deserve to be Found," and throughout the Cannes week we shined a spotlight on those who are using creativity as a force for good while building community and bringing the world closer together.
To help us reinforce the program’s theme, we partnered with the Open Arts team and worked with illustrator, Amanda Phingbodhipakkiya (@alonglastname), to create a design system for our virtual presence including our FBB Cannes Hub, event invites/gifts, social + digital assets, and sales/marketing materials.
Highlights
Our digital contents were shared across social (on-platform and off-platform), the hub and email. We’ve featured 22 Global Sessions with 57 speakers (44 female, 13 male) from around the world and earned over 2.7m engagements across contents.
Role
Art Director
#Thanks
Huge thank you to the XFN team that made this program such a success!
Microsoft
Spatial Anchors was a difficult product to communicate. A seamless Azure cloud innovation allows for multiple platforms to understand the same points in space. This enables spatial collaborations never before seen. Minecraft Earth is heavily leveraging this innovation.
We narrowed down “architecture” as a through line that allowed us to play with some beautiful spaces to walk through the concepts of Spatial Anchors while also maintaining a consistent industry use-case messaging.
CLIENT: Microsoft
RESPONSIBILITIES:
Concept Development, 3D, Motion
ADDITIONAL CREDITS:
John Nguyen
Ovi Bogdan
Robin Roepstorff
Microsoft Immersion Day
Microsoft AI, Perception, and Mixed Reality’s first ever inaugural demo day, including 50+ demos and 20+ presentations to start a dialog between artists, designers, scientists, engineers, and researchers. This event successfully delivered a turn-key, scalable project with a motivating, fresh brand voice.
ROLE: Concept / Motion Design
CLIENT: MICROSOFT
Responsible for:
3D Generalist, Visual Development
Client: Playstation
Role:
3D Generalist
Take the Oath of the Shadow Marshal
Set thirty years after the events of the Killzone trilogy, the world of Killzone Shadow Fall is a very different place. Forced together by circumstance, the two rival factions of the Helghast and the Vektans live side by side in a futuristic city, divided by a vast wall.
Client: New Balance
Role:
3D Generalist
MPC NY brings on the storm with Johnny Hardstaff and Arnold for New Balance
Role:
3D Generalist
Responsible for:
Visual Development (Snowy Tree, Mud Monster),
Lighting & Rendering | Scene Assembly | Compositing
Software:
Arnold (Juke), Mental Ray (Snowy Tree), Houdini (Mud Monster)
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MPC creates menacing weather monsters for Nissan’s Super Bowl spot with TBWA Toronto
Collaborating with TBWA Toronto and Radke Director Leigh Marling, MPC helped illustrate how harsh weather can turn an everyday drive into a nightmare for the Nissan ‘Winter Allies’ campaign.
To create the perfect balance of menace and realism, MPC NY and LA VFX artists crafted four unique CG monsters that each represent treacherous weather conditions, as well as handled extensive sky replacements, set extensions and environment augmentation. The four-spot campaign culminates in a stunning 60-second montage for the big game.
MPC NY, Adam Berg and BBH NY unveil explosive spot for Infamous: Second Son PS4 release.
Role:
3D Generalist
Responsible for:
Lighting, Pre-compositing, Texture, Look Development, Prop-modelling, Layout, Scene Assembly, match-move
Responsible for:
Concept Development, Compositing, 3D
Software:
Photoshop, NukeX, Autodesk Maya, Mari
MPC(Moving Picture Company)
Role: Art Director
Responsible for:
Lighting | Look-Development | Texture
Grooming | Pre-Compositing
Meet Sunny and Steve, the charming characters brought to life by MPC NY in a light-hearted short film written and directed under one roof by in-house talent Bill Dorais and Ty Coyle – just in time for Easter. Born out of MPC’s love for storytelling, what started as a passion project quickly turned into an ongoing creative platform to collaborate, experiment, and develop talent within the MPC NY character design team.
The short film tells a humorous tale of an office worker as he struggles with a protective, seemingly innocent bunny on a quest for sweets.
Article: Iamag
Responsible for:
Lighting | Shot based groom tweaks
Rendering | Scene Assembly | Pre-Compositing
Responsible for:
Look Development Lead
Lighting, Texture, Design, Look Development, Pre-compositing, Prop-modelling, Layout, Scene Assembly
Responsible for:
Lighting, Texture, Look Development, Pre-Compositing, Sculpting
Responsible for:
Lighting, Texture, Look Development, Pre-compositing, Modelling, Sculpting
For Gold and Glory, the second in a trilogy of commercials for Captain Morgan Spiced Rum by Anomaly and Oscar-nominated director Todd Field, picks up where the first spot left off - with the tattooed prisoner's map leading the Captain closer in his search of treasure. We were on set to supervise, before creating bats, ships and extending the misty coastline back in New York.
Responsible for:
Lighting, Pre-Compositing, Texture, Look Development
