Meta - Digital Economy
Role: Creative Direction, Art Direction, Concept
A live ops initiative for Horizon Mobile — a monthly cadence of themed digital reward assets promoted across all in-product surfaces to drive engagement.
Working alongside Art Directors, Artists, and Designers, I contributed to building the pipeline, asset generation, and in-product marketing, leading its formation and eventual transition to an optimized, AI-centric system. The Avatar system can be experienced here: https://www.meta.com/avatars/
In-Product Promotion
The Horizon app is a primarily mobile experience with several outward facing surfaces. The Feed and Reward Hub were our primary surfaces to promote engagement within the product. These were often themed to specific moments during the calendar year. My team created, composed, and lit promotional assets used to populate these surfaces. I also art directed the rewards for several of these monthly drops.
Aspirational Clothing
I art directed an effort to adapt our clothing system to account for a new "aspirational body morphs" that were introduced mid season. This required careful planning, communication, and coordination as we had to juggle between the system update while sticking to our live ops release schedule.
Premium Tone & Creator AI Tools
As the effort progressed we began to evolve the visual treatment towards a more "premium aesthetic". These explorations also marked the shift towards empowering creators generative AI. Below are examples of providing creators the ability to auto generate promotional material using our content.
Creator Systems
Meta priorities shifted to have greater focus on creators within the digital community. The company would aim to incentivize creators to make their own digital goods. The system below is an AI template and workflow we established to allow creators to output their own promotional content to give them greater control in merchandising their goods.
