Overview
Led creative development during Facebook's transition into Meta. The team at Creative X partnered with select digital creators to explore potential visions of the Metaverse. Hornet Studios received a unique challenge: create a bridge, a visual system that could encompass narratives from these creators in a unified way. This foundational project established the working relationship leading to the more extensive Creator Collaborations and Horizon Worlds projects.
The Challenge
Hornet sought a creative leader who could speak the visual language of diverse digital creators and lead the architecture and execution of the overall project from the client's side. The role required understanding creator aesthetics deeply enough to establish unified visual systems without suppressing individual voices.
The Approach
Working with Meta's Creative X team, we designed portals custom to each creator's content. The concept: create a bridge between our IRL world and representations of the Metaverse, allowing audiences to take a sneak peek of infinite possibilities. Rather than imposing one aesthetic across all creators, the portal system provided a framework that could adapt to different visual styles while maintaining Meta's strategic messaging. Beyond visual design, I selected appropriate music and edited video segments into additional campaign deliverables: polls, stories, swipe interactions, and other social formats.​​​​​​​​​​​​​​
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The Result
Created a flexible visual system that unified diverse creator content under Meta's Metaverse vision without homogenizing individual voices. This project established the trust and working model that led to the more complex Creator Collaborations and Horizon Worlds projects, proving that I could operate effectively on both client strategy and production execution sides simultaneously.
Strategic Context
This project demonstrates how successful partnerships are built: starting with a focused project that proves capabilities, establishing trust through execution excellence, and expanding scope based on demonstrated value. For professionals seeking platform company relationships, this model (prove value on smaller project, earn trust, expand to larger strategic work) is the path to sustained partnerships.
Credits
Client: Meta
Agency: Creative X
Production Studio: Hornet NYC
Director & Creative Director: Felipe Posada
Executive Producer: Cathy Kwan
Motion Graphics & CGI: Nan Wei
Agency: Creative X
Production Studio: Hornet NYC
Director & Creative Director: Felipe Posada
Executive Producer: Cathy Kwan
Motion Graphics & CGI: Nan Wei