Brand Launch

Mark always said that he wouldn’t rebrand the company unless there was a good reason to, despite facebook having outgrown it’s name through its expansion to instagram, whatsapp, oculus, and messenger. That reason finally came in the summer of 2021, when the vision of social connection expanded beyond 2D products and into a world that delivered not just social connection, but social presence through augmented and virtual worlds.

Envisioning the future of this seismic technological shift was no easy feat, and we were tasked with creating a brand for 3 billion people who already use it’s products everyday. I helped lead a team of talented humans in helping launch the brand at Meta Connect, and by bringing Meta to life through art direction as a part of the Meta Design System.

Launch Film

This film was the first time the Meta name and logo was introduced, and the first experience of the Meta brand coming to life. It played just before Mark’s keynote at Connect, and then was shared widely as the vision for the company across multiple channels after.

As a core part of the Meta Design System, Art Direction played a critical role in bringing the brand to life. It’s how we made the brand still feel centered on social connection, while creating the feeling of the metaverse through practical photography and film.

Perspective

IMMERSED
We brought to life social connection by hero'ing individuals and making them the center of the moment that's taking place. We used immersed camera perspectives, first person techniques, and giving the camera a personality and a reason to exist in the space.
Dimension

BEYOND THE FRAME
A core aspect of the Meta Design System focused on evolving from 2D to 3D spaces. Bringing this into photography meant we needed to think beyond the frame. Whether through our storytelling or our composition we wanted to convey there was more to every moment that was captured.
Composition

HEIGHTENED REALITY
To bring the concept of virtual and augmented worlds to life, we chose to shoot everything practically. An approachable reality, one that felt like you captured the perfect moment and a bubble looked as though it was transporting you to another world.