Meta Marketing Summit

THE MOST AMBITIOUS PLAYBOOK EVER

Creative Direction, Creative Strategy, Art Direction, Copywriting, UIUX, Team Management, Project Management, Artists Sourcing, Presentation & Sell

LOCALISED 3D VISUALS FOR 12 MARKETS

The largest marketing summit for Meta beckons the MOST elaborate playbook we ever created. We outdid the previous year by developing a 3D plug-and-play concept that allows all our 12 markets to localise their graphics.

The 12 markets: SG, MY, IN, PH, VN, ID, TH, GCR, HK, TW, ANZ, and Korea.

We created 7 Scenes, 20 Overlays, and a set of Stickers (developed by another CD). All these assets were the basis of our playbook graphics library.

Everything was customisable, even the background.

We wanted each market to have free play in creation and differ themselves from other markets, while ensuring that all their assets still look cohesive as one Meta Marketing Summit on a global level.

I WORKED ACROSS 3 TIMEZONES TO LIAISE WITH VENDORS IN ITALY AND KOREA

Together with the Head of Production, we pulled together a team of designers, editors, Splash tech team, and animators, and embarked on a 12-week intensive craft journey.

I was the POC between vendors based in Italy and Korea, working 3 time zones. I also ensured the creative quality of the work whilst juggling with the tight timeline and obstacles along the way.

I DIRECTED AN AVATARS PHOTOSHOOT IN HORIZON WORLDS WITH 16 TALENTS

The most interesting process of the playbook was creating 16 Horizon Worlds Avatars in Asian representation, and develop them into gifs to be used as part of the playbook.

To do this, we connected with a team in the UK to set up a virtual photoshoot session within Horizon Worlds, while I directed the talents to pose. The biggest challenge was directing talents who aren’t able to see their own avatars or how it’s responding to their actions. This took a total of 2 full days to direct.

We also created a range of content assets that can be easily adapted for use.

All these assets were governed by clear guidelines, and we expanded that into areas of experiential and environment touchpoints.

We also developed all the touchpoint materials for attendees: Edms and Site

ESSENTIALLY, WE CREATED A 360 CAMPAIGN PLAYBOOK FOR EACH MARKET TO TAKE & RUN

Going beyond assets, we developed some engagement ideas for our markets to explore further on.

Meta Marketing Summit, previously known as FMS (Facebook Marketing Summit). Each year, Meta shares with marketers, entrepreneurs, and businesses on new trends and tools that they can leverage on to build a stronger business for themselves. This is done through a major summit, in selected markets within the region. Each market will have their own curated content specific to their own cultures and trends. This event is usually attended by 10,000+ attendees across the region.