"As Meta launched their global campaign, “Meet Meta,” they wanted to create an IRL expression of the campaign at Advertising Week New York that would turn industry heads. The campaign’s conceit was “What happens when a business meets Meta? They meet new audiences.” My role involved overseeing the entire creative process for this ambitious IRL activation, ensuring it powerfully translated the campaign's core message into a tangible, impactful experience.
We transformed an empty retail space into a multifaceted, exploratory experience that started with a Meta gallery of brands and ended with infinite possibilities. This transformation was guided by my creative direction, from the initial spatial design concepts to the selection of interactive elements. When guests first entered our experience, they were invited to explore a series of artfully framed case studies in our “Meet Meta Gallery.” The curation and presentation of these case studies were meticulously overseen by me, ensuring they set the stage for the unexpected.
What seemed like a standard showcase was about to be anything but – hidden behind one of the frames was a portal where guests stepped INTO the case study and embarked on a journey to learn how Dezi used Meta’s platforms to sell 3,000 pairs of sunglasses in 48 hours. The development of this immersive portal and the narrative journey within it were key aspects of my creative oversight, ensuring a seamless and surprising transition that captivated attendees and brought the "Meet Meta" concept to life."