META
Affiliated with the American Advertising Federation.
Creative Department
Creative Brief
As part of the 2021 National Student Advertising Competition (NSAC), Meta challenged university student teams to develop an integrated marketing campaign to promote the Meta Quest 2 to A18–24 audiences (Gen Z).
The campaign’s mission was to reposition the headset as essential technology rather than a luxury or novelty item. Research identified key barriers: the perception that the Quest 2 was too expensive, limited in use to gaming and less accessible or practical compared to everyday tech like smartphones.
During the ideation, concepting and production phases, the Director of Photography played a pivotal role in shaping the visual direction of the campaign, working closely with the creative team to ensure that photography conveyed the immersive, versatile and forward-thinking nature of the Meta Quest 2.
As the Director of Photography, I:
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Coordinated and directed production days
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Organized and maintained assets
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Served as the liaison across multiple departments
2nd Place at District 1, presented by Meta at the 2021–22 National Student Advertising Competition.
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META x
RAY-BAN
Strategy/Planning and Creative
Creative Brief
As part of the 2024 Most Promising Multicultural Students program, 50 students were selected and paired to develop an extended campaign for Meta to promote the Ray-Ban collaboration.
With society’s growing tendency to document everything, Meta positioned the smart glasses as a revolutionary product to help users never miss a moment. However, research revealed skepticism amongst the target audience, including concerns about Meta’s reputation around data privacy, doubts about product quality and price point, posing a challenge to frame the brand’s smart wear as essential tech.
For this pitch to Meta, I:
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Led the Creative Department when building the slide deck, mockups and other supporting materials
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Supported the Research Department to find relevant points outside of information the client provided
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Led the presentation along with two other presenters and spoke on our extended research and proposal (slideshow below)
