Meta Connect

Developing a Human-Centered Story for Meta’s Most Transformative Tech

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The Brief

OVERVIEW

Client

Meta

Services

Editorial Strategy Social Content Production Event Content Capture

Role

Creative Direction
Brand Strategy

OPPORTUNITY

Meta Connect is the brand's flagship event for debuting new products and showcasing emerging technology—reinforcing its leadership across AI, VR, and wearables. The challenge was twofold: positioning Meta AI as an intuitive, beneficial tool without alienating users wary of artificial intelligence and ensuring that the evolving technology remained accessible and engaging. For their 2023 programming, Meta needed to reestablish Connect as a high-impact, in-person event after a pandemic pause—while launching key products like Meta AI, Meta Quest 3, and Ray-Ban Meta.

SOLUTION

The approach focused on building pre-event anticipation, delivering fast-turn social content during the keynote, and extending the story across platforms. Our strategy activated creator partnerships, launched teaser campaigns, and drove live coverage resulting in over 14M impressions and 114K engagements across 26 organic posts. Strategic storytelling positioned Meta AI as a helpful, approachable tool through platform-optimized narratives, while visual system development established a scalable design language maintaining consistency across evolving AI capabilities. Working closely with Meta's internal teams and agency partners, I oversaw the integration of real-time product updates, platform-specific tutorials, and creator collaborations that brought AI-powered experiences to life.