Global SMB Campaign - CREATIVE ART DIRECTION
2024-2025 Meta
A global holiday campaign for Meta’s small-business advertisers, spanning multiple regions and markets. I was part of the creative duo behind the visual concept and messaging.
The job was more a puzzle than a blank canvas. There was an existing brand illustration kit to work from, four core messages each needing its own distinct look, and a long list of markets with their own seasonal moments. We pitched the visual concept and the messaging, then directed an external studio on the design and motion, extending the illustration kit where it didn’t stretch far enough.
To build at this scale, the design pieces were run through an AI production partner that assembled them into final assets automatically, slotting the right elements together for each message, market and local occasion. The campaign ran across 24 markets and 14 languages, in 300 assets in portrait and square formats.
The job was more a puzzle than a blank canvas. There was an existing brand illustration kit to work from, four core messages each needing its own distinct look, and a long list of markets with their own seasonal moments. We pitched the visual concept and the messaging, then directed an external studio on the design and motion, extending the illustration kit where it didn’t stretch far enough.
To build at this scale, the design pieces were run through an AI production partner that assembled them into final assets automatically, slotting the right elements together for each message, market and local occasion. The campaign ran across 24 markets and 14 languages, in 300 assets in portrait and square formats.
