2024
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PRODUCTION
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ASSOCIATE CREATIVE DIRECTOR
The project
The challenge
We knew from the start this Meta campaign would be a moving target. Assets were still being finalized, and media buy placements were in constant flux. With a tight timeline and pre-produced content not originally built for these formats, we focused on one thing: staying steady while everything else moved.
This wasn’t about flashy concepting. It was a production project, pure and simple. The real challenge was keeping our team running smoothly through it all. From the beginning, we helped the client narrow in on creative that balanced performance goals with feasibility, making sure what we built could both deliver results and stay realistic for the timeline and budget. We set clear rules from day one to ensure pixel-perfect execution and leaned into tight collaboration to keep things efficient without overburning. The result was a fast, focused rollout that met Meta’s high standards while keeping our team aligned and energized.
The photography wasn’t shot with plates, but parallax was still a big priority for Meta. To make it work, we got creative with cropping and partnered closely with the finishing house to determine how much motion we could realistically achieve with what they could rebuild in post.
After a successful rollout of wave one, Meta returned to us for wave two with a large-scale media buy. Much of the pre-provided imagery wasn’t optimized for the massive DOOH specs, so we adapted the designs and, in some cases, incorporated additional photography to fit larger screens. This meant adjusting layouts, resizing and repositioning key elements, and creatively retrofitting assets to ensure every placement felt intentional and impactful.
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