The Setup
Meta Creative-X had a vision for how the Metaverse could benefit communities through authentic creator voices.
They needed someone who could hold the platform’s strategic intent in one hand and the creators’ authentic voice in the other simultaneously.
Hornet was commissioned for production and brought me in as Creative Director. Meta Creative X presented me to the creator roster as the director of the project.
The Origin
The first stage of the project was Meta Portals, a visual system bridging IRL and Metaverse content through creator-specific portal designs, each portal custom-built to reflect an individual creator’s aesthetic while maintaining Meta’s strategic messaging.
Portals established the trust and working model that earned the more complex Creator Collaborations brief.
The Collaborations
Danny Davis + Shane Griffin / IODF + Aaron / Vartika + Leah.
Three distinct creative visions, one coherent campaign.
The Approach
Three collaborations. Three pairs of creators. One consistent role across all of them: translate Meta’s platform vision to the creators, translate the creators’ needs back to Meta, and edit the results into something that served both.
Rather than imposing brand guidelines, the frame was strategic intent and creative guardrails: community-focused vision, aesthetic consistency, message coherence, with space for each creator to interpret through their own lens.
Horizon Worlds Extension
One collaboration went further. Vartika and Leah’s Community Garden concept was built as a fully interactive experience inside Meta’s Horizon Worlds platform.
My role was translating the 3D creative vision into a functional VR environment required bridging two languages: speaking with creative teams about artistic intent while speaking with VR engineers about platform constraints and performance requirements.
Credits
Client: Meta
Group Creative Director: Mariano Cassisi
Agency: Creative X
Producer: Brandon Romer
Copywriter: Kate Ursu
Art Director: Lyn Nakamura
Production Studio: Hornet
Creative Director: Felipe Posada
Executive Producer: Cathy Kwan
Producer: Riley Spencer
Motion Graphics/CGI: Nan Wei