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'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.
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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. |
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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. |
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'Family Ties' |
'Privacy in your Hands' |
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. |
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. |
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'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. |
Drawbridge | Machine Zone |
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Advertising | Operations |
Partnerships | Analytics |
AB Testing | Microsite |
Analytics |