Connect ‘25
META — Brand & Product Activation — 2025
Connect is Meta’s two-day keynote event hosted IRL at Meta HQ and livestreamed globally. As a Senior Art Director + Designer, I worked on the social team to concept, design, shoot, edit, and animate content for @Meta and beyond.
Hypernova Takeover
The new Meta Ray-Ban Display glasses invaded the social @universe in a coordinated stunt by thirteen Meta brands across 25 channels.
Teaming with product leads from Meta and Luxottica, I designed the new universal Hypernova icon and customized each brand’s accessorized profile picture.
Teaming with product leads from Meta and Luxottica, I designed the new universal Hypernova icon and customized each brand’s accessorized profile picture.
As a pesky designer & big nerd, I also standardized all Hypernova and Core profile pictures across sizing, resolution, composition and color, and advised team leads on a seamless implementation system.
The Drop Recap
Our hero asset recapping Meta’s priority tech drops yielded Q3’s highest engagement. Working across internal and partner teams, I was fortunate to art direct, design, edit, and animate our star of the show.
Social Tease + Sustain
During our five-day window of Connect content, our team exceeded the social metrics of the entire prior month, achieving 13.5M reach, 737k engagements, and 260 assets published—all for @Meta alone.
In addition to overseeing real-time design + motion, I also reemerged as a social star in some totally unscripted and very natural branded content.
