I Tried [blank]

Client
Meta

Role
Creative Director

Type
Brand Strategy

Marketing AI-powered smartglasses comes with a built-in problem: the product only makes sense when you're using it. So rather than explaining the technology, we decided to go use it.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction in Instagram and WhatsApp to the launch of multi-modal AI in the Ray-Ban Meta smart glasses. Across all of that work, one thing was always true: audiences can spot AI-generated content immediately, and they don't like it. How could Meta normalize what's possible with AI without making content people would scroll right past?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of creating content on the internet, go outside and create content in real life. Put down the image generators, put on the Ray-Ban Meta smartglasses, and tell compelling stories about how AI can help people do the things they already love to do — only better.

To Make Something Interesting, Go Do Something Interesting

Once we landed on this insight, creating content became much simpler: think of something worth doing, then figure out how AI could make it even more interesting. Over the course of the year we shot dozens of videos — hiking, ice skating, field goal kicking, you name it — each one proof that the best AI story is one you can go out and live.

Gallery

Let’s work together ↯

Back to projects

I Tried [blank]

Client
Meta

Role
Creative Director

Type
Brand Strategy

Marketing AI-powered smartglasses comes with a built-in problem: the product only makes sense when you're using it. So rather than explaining the technology, we decided to go use it.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction in Instagram and WhatsApp to the launch of multi-modal AI in the Ray-Ban Meta smart glasses. Across all of that work, one thing was always true: audiences can spot AI-generated content immediately, and they don't like it. How could Meta normalize what's possible with AI without making content people would scroll right past?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of creating content on the internet, go outside and create content in real life. Put down the image generators, put on the Ray-Ban Meta smartglasses, and tell compelling stories about how AI can help people do the things they already love to do — only better.

To Make Something Interesting, Go Do Something Interesting

Once we landed on this insight, creating content became much simpler: think of something worth doing, then figure out how AI could make it even more interesting. Over the course of the year we shot dozens of videos — hiking, ice skating, field goal kicking, you name it — each one proof that the best AI story is one you can go out and live.

Gallery

Let’s work together ↯

Back to projects

I Tried [blank]

Client
Meta

Role
Creative Director

Type
Brand Strategy

Marketing AI-powered smartglasses comes with a built-in problem: the product only makes sense when you're using it. So rather than explaining the technology, we decided to go use it.

Everybody Hates Slop

I've worked with Meta since they first launched Meta AI in April 2024, touching everything from its introduction in Instagram and WhatsApp to the launch of multi-modal AI in the Ray-Ban Meta smart glasses. Across all of that work, one thing was always true: audiences can spot AI-generated content immediately, and they don't like it. How could Meta normalize what's possible with AI without making content people would scroll right past?

Make the Artificial Real

The key was a surprisingly simple shift in perspective: instead of creating content on the internet, go outside and create content in real life. Put down the image generators, put on the Ray-Ban Meta smartglasses, and tell compelling stories about how AI can help people do the things they already love to do — only better.

To Make Something Interesting, Go Do Something Interesting

Once we landed on this insight, creating content became much simpler: think of something worth doing, then figure out how AI could make it even more interesting. Over the course of the year we shot dozens of videos — hiking, ice skating, field goal kicking, you name it — each one proof that the best AI story is one you can go out and live.

Gallery