Build With Me

Client
Meta

Role
Creative Director

Type
Brand Strategy

I've spent the better part of three years creating content for Meta's AI products. The most important thing I've learned: AI-generated content is, almost without exception, boring. Turns out, an AI image is only as interesting as the real-world thing it's helping someone create.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction as a chatbot in Instagram and WhatsApp, to the launch of multi-modal AI in the Ray-Ban Meta and Oakley Meta smart glasses. I've built content around just about every consumer use case for AI — and the most important lesson I've taken is this: audiences can tell when content is AI-generated, and they don't like it. How could Meta educate people on what's possible with its tools without filling their feeds with slop?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of showing people what AI could create, show them what AI could help people create. Put down the image generators, take a step back from the metaverse, and tell compelling stories about how AI leads to tangible, real-world impact.

Use AI to Enhance Creativity, Not Exploit it.

We partnered with content creators to tell stories about how AI could play a meaningful role in their creative process — and help them make more of the content their audiences actually follow them for. How could Meta AI help a floral designer develop his latest arrangement? Help a costume designer create a new look? Help a hair artist design a look for the Met Gala? We answered those questions with real content, featuring real people, doing real work. The result was a series that resonated with audiences and positioned Meta AI not as a gimmick, but as a genuine creative partner.

Gallery

Let’s work together ↯

Back to projects

Build With Me

Client
Meta

Role
Creative Director

Type
Brand Strategy

I've spent the better part of three years creating content for Meta's AI products. The most important thing I've learned: AI-generated content is, almost without exception, boring. Turns out, an AI image is only as interesting as the real-world thing it's helping someone create.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction as a chatbot in Instagram and WhatsApp, to the launch of multi-modal AI in the Ray-Ban Meta and Oakley Meta smart glasses. I've built content around just about every consumer use case for AI — and the most important lesson I've taken is this: audiences can tell when content is AI-generated, and they don't like it. How could Meta educate people on what's possible with its tools without filling their feeds with slop?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of showing people what AI could create, show them what AI could help people create. Put down the image generators, take a step back from the metaverse, and tell compelling stories about how AI leads to tangible, real-world impact.

Use AI to Enhance Creativity, Not Exploit it.

We partnered with content creators to tell stories about how AI could play a meaningful role in their creative process — and help them make more of the content their audiences actually follow them for. How could Meta AI help a floral designer develop his latest arrangement? Help a costume designer create a new look? Help a hair artist design a look for the Met Gala? We answered those questions with real content, featuring real people, doing real work. The result was a series that resonated with audiences and positioned Meta AI not as a gimmick, but as a genuine creative partner.

Gallery

Let’s work together ↯

Back to projects

Build With Me

Client
Meta

Role
Creative Director

Type
Brand Strategy

I've spent the better part of three years creating content for Meta's AI products. The most important thing I've learned: AI-generated content is, almost without exception, boring. Turns out, an AI image is only as interesting as the real-world thing it's helping someone create.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction as a chatbot in Instagram and WhatsApp, to the launch of multi-modal AI in the Ray-Ban Meta and Oakley Meta smart glasses. I've built content around just about every consumer use case for AI — and the most important lesson I've taken is this: audiences can tell when content is AI-generated, and they don't like it. How could Meta educate people on what's possible with its tools without filling their feeds with slop?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of showing people what AI could create, show them what AI could help people create. Put down the image generators, take a step back from the metaverse, and tell compelling stories about how AI leads to tangible, real-world impact.

Use AI to Enhance Creativity, Not Exploit it.

We partnered with content creators to tell stories about how AI could play a meaningful role in their creative process — and help them make more of the content their audiences actually follow them for. How could Meta AI help a floral designer develop his latest arrangement? Help a costume designer create a new look? Help a hair artist design a look for the Met Gala? We answered those questions with real content, featuring real people, doing real work. The result was a series that resonated with audiences and positioned Meta AI not as a gimmick, but as a genuine creative partner.

Gallery