In 2022, I participated in the American Advertising Federation’s National Student Advertising Competition as Plans Book Director and presenter.
It was clear that Meta's stale, minimalistic tech look wasn't vibing with Gen Z. With this in mind, I led our campaign in a bolder, creative direction inspired by artists Hannah Höch and Barbara Krueger. The collage motif emboldens Meta’s blue and transforms VR from a nebulous, “Internet” experience to a human, tactile adventure that attracts Gen Z.
Our campaign received third place in District Nine and the Most Creative Campaign award.
