Meta Glasses Launch
Client: Meta
Executed as Creative Director at Carousel
Led creative direction for the global launch of Meta's first AI glasses, overseeing the strategy and production of the brand's core campaign assets across film, photography, and social. Developed the creative foundation for a worldwide rollout spanning EMEA, Japan, Mexico, and India, with assets deployed across every major channel, from retail and ecommerce to paid media, social, YouTube, and digital marketing. Directed a large-scale, cross-functional production that established the visual identity for one of Meta's most significant consumer hardware launches.
Meta Glasses by Kylie
Produced launch photography and video for the limited-edition Starfire Kylie Edition Meta glasses as part of the global core asset production. Developed premium product-focused creative that seamlessly extended the broader Meta visual system while supporting the release of one of the brand's most anticipated collaboration SKUs.
One Story. Four Markets.
Rather than creating separate campaigns for each region, we built a flexible creative system that could scale globally. Every market shared the same story and product message while subtle shifts in talent, wardrobe, props, and environment ensured cultural relevance without compromising brand consistency.
