Overview
Led creative strategy and production for Meta's Creator Collaborations campaign, envisioning how the Metaverse could benefit communities through authentic creator voices. Operated simultaneously in two critical roles: Director on the client side (Meta Creative X) and Creative Director on the production side (Hornet), orchestrating complex creative collaborations across platform vision, independent creators, influencers, and production teams.
The Challenge
Most creative leaders operate on one side of the equation. Client-side leaders understand brand needs but can't execute. Production-side leaders can execute but don't understand strategic context. This project required both simultaneously: representing Meta's platform vision and strategic objectives while overseeing all supporting content components (intro segments, behind-the-scenes edits, social story content, CG graphics). The challenge was maintaining strategic consistency across 8+ creative stakeholders while preserving the authentic creative voices that made the work compelling.
The Approach
Rather than imposing rigid brand guidelines, I established clear strategic intent (community-focused Metaverse vision) and creative guardrails (aesthetic consistency, message coherence), then gave creators space to interpret through their authentic lenses. Coordinated three distinct creative collaborations: Danny Davis (Pro Snowboarder) + Shane Griffin (Digital Artist), Vartika (Digital Creator) + Leah (Influencer), and IODF (Creative Studio) + Aaron (Influencer). My dual role meant I could translate in both directions: to Meta, explaining what creators needed to do their best work; to Creators, clarifying what Meta needed strategically and why it mattered. This eliminated the broken telephone effect that typically happens when client and production communicate through intermediaries.
The Result
Successfully launched three distinct creative visions that felt authentic to each creator while maintaining strategic coherence around Meta's Metaverse community vision. The dual-role model proved that when one leader holds both strategic context and production oversight, you get faster decision-making, better creative outcomes, stronger strategic alignment, and more trust from all stakeholders.
Strategic Context
As creative production becomes increasingly AI-driven, the industry faces fundamental tension between corporate efficiency goals and creative integrity needs. Leaders who can bridge both worlds, architecting systems where efficiency and craft coexist, will define the field.
Credits
Client: Meta
Agency: Creative X
Production Studio: Hornet NYC
Director (Meta Creative X): Felipe Posada
Creative Director (Hornet): Felipe Posada
Executive Producer: Cathy Kwan
Producer: Riley Spencer
Motion Graphics/CGI: Nan Wei
Agency: Creative X
Production Studio: Hornet NYC
Director (Meta Creative X): Felipe Posada
Creative Director (Hornet): Felipe Posada
Executive Producer: Cathy Kwan
Producer: Riley Spencer
Motion Graphics/CGI: Nan Wei
COLLAB 01: Danny Davis + Shane Griffin
COLLAB 02: Vartika + Leah
COLLAB 03: IODF + Aaron
