Sean Pryor Portfolio

meta

Hello!
I am the Head of Creative Growth at Meta. I produce 100s of global commercials built with unique storytelling and I develop in-depth strategy built on thorough marketing analytics. I am lucky to work with some of the most wonderful teams across the world to drive data-proven impact. I manage budgets on globally scaled advertising campaigns, as well as working closely on ideation, production, and the performance life cycles of content creation; all while managing a repository of the 100k+ assets we've built. I am proud of the deep levels of iterative testing and performance driven growth I've accomplished at Meta, and would love to share more.

~ Welcome to the Metaverse ~
I am currently working on integrating AI into our process to create more impact and efficiency. While I can't dive into NDA content, I'd love to share this chatbot I built with you. Something interesting of note for my unique chatbot is while it is layered on the technologically powerful OpenAI models, I have created access to limited real-time data such as the weather. Try asking it for the weather in your local city (ChatGPT can't do this)!

facebook

'The World is on Facebook'
The full length version of a commercial I produced for Facebook. I managed multiple agencies, safety teams, and production crews to bring this idea to life; from ideation and budgeting, to global market performance analytics. This concept was launched in 30 countries, and translated into 21 languages, with over 1,500 final video and banner assets to manage.

This concept has scaled to more than 1 billion views, driving global incremental conversion lift.

'Why I'm on Facebook'
The 'Why I'm on Facebook' series was developed as a focus on specific creators, and how Facebook has helped them reach their communities. This specific concept was focused on the beloved artists Butch Locsin! Butch is a performance artist who used Facebook/Instagram to create his online presence and connect to his followers.

This concept became a top performing concept in the US and LATAM. Additionally, we were able to uprecycle parts of this production for Dia de Muertos.

'Holi Hai'
For Holi, the Festival of Colors, I produced this commercial to show how Facebook can be a powerful tool to allow us to connect with friends and loved ones, even while we practice safe social distancing. It was a pleasure to have a chance to share a colorful work that was localized for India, and to have a moment to learn about new cultures and celebrations of life and the coming of Spring.

During the week of the festival, this concept scaled to become the highest volume concept across all of India.

'GRLSWIRL'
An all-women skate sisterhood empowering women through skate! GRLSWIRL also fundraises and provides skateboards and lessons to girls in North America and South America. GRLSWIRL works to empower girls and young women to learn a male-dominated sport. Going to a skate bowl or park and learning to drop in can be intimidating when you’re surrounded by great skaters. These meetups provide a safe space for women and anyone who usually feels underrepresented in skating to try new things and be cheered on. They use Facebook to promote and host events, and to share photos of group skates.

'Home Sweet Home'
With people at home more than ever; re-decorating, home improvement and home buying are at all time highs. We’ll lean into this trend, following a couple through the process of buying, renovating and decorating their new home, with a fun twist...they’re goth.

Your community on Facebook is here to support you, share ideas and solutions with you, and everything in between. Because no matter who you are or what you wear, Facebook is here for you.

'Evolution of You'
We follow the storylines of multiple hero characters as they explore the Facebook app and discover what features can help them accomplish their goals. From finding a new job, to running the runway, and to building your passion project through the support of your community, Facebook is here to support your magic.

'Profile Lock - Ukraine'
In March 2022, the Profile Lock feature on Facebook became available in Ukraine, partially in response to the ongoing crisis in Ukraine. To quickly support this feature expansion, we used an existing India ‘Profile Lock’ creatives to build new ‘Profile Lock - Ukraine’ banner/video iterations. We were able to launch these new concept by as early as April 2022 as a BAU creative refresh in Ukraine on Web and UAC (Acquisition + Reengagement). We took efforts to revise the concept to be less marketing/friendly and more informational in consideration of the ongoing war in the region.

Profile Lock quickly scaled in the region, driving 38% of all conversion volume for Web ReEn. Profile Lock became the top performing concept across the country within the first few weeks of launch.

'Lunar New Year'
Family traditions play a big part in how people celebrate the New Year. For many of us, our family traditions become memories. This concept highlights how a favorite memory can inspire a new tradition. Here, we’ll feature siblings who see an old photo of them making paper lanterns as kids and decide to recreate the memory for their parents, sharing it with them on Facebook.

'The World is on Facebook - Animated'
After the successful global launch of my original commercial, I produced an animated version to further the reach and build new audiences. This animated production became such an interesting creative endeavor, and I am thrilled to see the hardwork across so many teams come to fruition.

'Connected' - FB Lite
In a world deprived of human connection, the ability to reach loved ones through technology is a saving grace.

We’ve highlighted Facebook Lite’s key features by showing how four mothers around the world use the app to connect in important moments throughout their motherhood journeys.

Scroll →


'The World is on Facebook'	'TWIOFB' - Animated	'Holi Hai'	'Why I'm on Facebook'
The full length version of a commercial I produced for Facebook. I managed multiple agencies, safety teams, and production crews to bring this idea to life; from ideation and budgeting, to global market performance analytics. This concept was launched in 30 countries, and translated into 21 languages, with over 1,500 final video and banner assets to manage. This concept has scaled to more than 1 billion views, driving global incremental conversion lift.	After the successful global launch of my original commercial, I produced an animated version to further the reach and build new audiences. This animated production became such an interesting creative endeavor, and I am thrilled to see the hardwork across so many teams come to fruition.	For Holi, the Festival of Colors, I produced this commercial to show how Facebook can be a powerful tool to allow us to connect with friends and loved ones, even while we practice safe social distancing. It was a pleasure to have a chance to share a colorful work that was localized for India, and to have a moment to learn about new cultures and celebrations of life and the coming of Spring. During the week of the festival, this concept scaled to become the highest volume concept across all of India.	The 'Why I'm on Facebook' series was developed as a focus on specific creators, and how Facebook has helped them reach their communities. This specific concept was focused on the beloved artists Butch Locsin! Butch is a performance artist who used Facebook/Instagram to create his online presence and connect to his followers. This concept became a top performing concept in the US and LATAM. Additionally, we were able to uprecycle parts of this production for Dia de Muertos.

instagram

'Connecting Creativity'
This production is for an original Global launch of our new Reels focused campaign. The goal is to connect people through fun interests with each creator having their own set styled to their interests and lit with a unique color pulled from the Instagram gradient. One by one, we peek into the lives of THE creators across a variety of verticals. We want to give users the power to build community and bring the world together.
This concept was a complete Global refresh, so the creatives was developed to make it feel universal and not specific to one region over another. After proving positive performance of modular productions through geoX iterative testing, this concept was also built modularly, allowing us to produce regional cutdowns in Africa, MEAST, APAC, W.EUR, E. EUR, and LATAM. A focus for 2022 has been using IG to lean into social experiences around creators and video sharing. We prioritized creators in beauty & fashion, gaming, and dancing as top niches to the IG community.

'The Music Goes On'
In partnership with Universal Music Group we launched the concept TMGO globally. The concept focuses on the young upcoming popstar Natania Lalwani, as users from around the world remix her music and create Reels content. The concept launched with the inclusion of her at the time unreleased new song 'Confidence' which was aligned with a promotional release by UMG.

TMGO has scaled to become the top performing asset globally for Instagram, and has been translated into 30 languages and localized across 5 major regions.

'For the Fans'
After an isolating period of lockdowns, the world has begun to once again engage with many of our most cherished traditions. Through deep market analysis, we identifed the building sentiment around the World Cup to be a particular moment of connection and excitement that we should invest heavy production effort into.
This concept drove incredibly impressive performance; For the Fans became the top performing concept in terms of global conversion volume by the 6th week after launch! The concept scaled to rank in the top spot with 12.67% of total global conversion volume for our entire account! Not only is it the top converting concept, it has reached this scale while maintaining the best CPA of our top 5 scaled concepts. It launched in 20+ languages, 3 sizes, and 3 lengths: 18s, 30s, and 60s.

'Fresh Color'
Fresh Color is a YA focused concept showcasing many of the most interesting features on the Instagram app. We incorporated the IG gradient branding into the hair styles showcased in the ad, as well as incorporating specific styles for differing regions, such as the matcha green hair that had been incorporated into an APAC localized cutdown.

This concept was a top performing concept in Japan.

'Meet Instagram!'
Through country level testing we worked to identify features and themes that resonated well in the geo, and then by working closely with a localized team, we were able to turn those foundational learnings into a successful anime styled video that resonated within the region. We then further worked to take the different story narratives and built them into feature focused content.

'Muttville'
We shine a light on the people doing the hard work every day at Muttville, an SF local pet rescue, and reveal how their mission and reach can be amplified with a few clicks and human determination.

This spot begins in an animated world to tell our hero mutt’s story, transitioning to live action at the halfway point. In animation, our rescuer Maddie is the only human whose face we see. In live action UI settings, a mix of story content and documentary Muttville footage would be featured.


IG Sizzle - Best in Class	'The Music Goes On'	'Fresh Color'	'Muttville'
Following the success of my creatives, the Instagram brand team featured multiple concepts from our campaigns in the global PR announcement of the new branding launch! This sizzle reel was shared globally and seen on multiple PR channels as well as the official brand social accounts. My content can be spotted at :42s and :57s marks! New York Festivals - Advertising Awards: Finalist!	In partnership with Universal Music Group we launched the concept TMGO globally. The concept focuses on the young upcoming popstar Natania Lalwani, as users from around the world remix her music and create Reels content. The concept launched with the inclusion of her at the time unreleased new song 'Confidence' which was aligned with a promotional release by UMG. TMGO has scaled to become the top performing asset globally for Instagram, and has been translated into 30 languages and localized across 5 major regions.	Fresh Color is a YA focused concept showcasing many of the most interesting features on the Instagram app. We incorporated the IG gradient branding into the hair styles showcased in the ad, as well as incorporating specific styles for differing regions, such as the matcha green hair that had been incorporated into an APAC localized cutdown. This concept was a top performing concept in Japan.	This was an exciting collaboration with a beloved SF community known as Muttville. They help care for senior rescue dogs and use Instagram to find the pups new forever homes. The animation was a creative choice to tell the story of an older pup, Scout, losing his first owner before being resuced by Muttville. The concept showcases a mixture of both animation and documentary style live action. Following the success of this concept, we scaled the concept further by revising for both IG and FB apps.


'Family Ties'
This concept was a localized production for EU, and was later translated and launched into multiple other regions. We follow the story of a dad helping his daughter on her picture day, and then after a series of mishaps, they give mom a call over WA. We show the power of WA to connect families across the world.
'Privacy in your Hands'
This animated concept helps showcase the complicated aspects of WhatsApp through an easily digestible and fun storyline. We show how anyone can use WhatsApp to connect to their community, and how it is used by everyday small businesses across the world. This concept scaled to become one of the top global concepts for WhatsApp.

machine zone


'Crystalborne'
No matter what the threat is, assemble your team and take it on together! ⚔️🔥 This project was for the launch of the mobile gacha game Crystalborne. Our performance marketing team managed the pipelines for 3D modeling, texturing, lighting, animating, UI, storyline, translations, and resizing for content that was then served across Google Ad Network and several other channels.

marketing

Drawbridge	Machine Zone
Advertising	Operations
Partnerships	Analytics
AB Testing	Microsite
Analytics

branding

Pro-Bono	Client
iMentor	Cryptocurrency
Bechtler	Magazine
Coronavirus	Dental
Textbook	Coffee Brand