Instagram Teen Accounts

The Challenge: Humanizing platform safety for global regulators without losing the brand's cultural currency. We needed to solve a high-stakes policy problem with a consumer-first lens showing how Instagram supports community + creativity.

The Strategy: We used a documentary framework instead of a traditional campaign structure. We tapped award winning director, Derek Cianfrance, cast a real family & teenage drummer to capture the story. This authentic core provided the logic for future Meta brand work - real people, real stories showing real impact.

WhatsApp: Communities Product Launch

The Challenge: Launching a complex product architecture across diametrically opposed markets—India and Brazil—within a singular, lean production framework. We had to create deep cultural resonance across five continents without the luxury of independent budgets.

The Strategy: I architected a system that balanced high-craft storytelling with massive operational scalability. Working with director Vero Von, we used cinematic visual analogies to transform technical features into intuitive human stories of connection. To solve the global scale requirements, I implemented a "Flex-Production System"—strategically double-shooting for cultural nuance while maintaining a global visual core. This resulted in an engine of 1,000+ localized assets that were ultimately absorbed as an evergreen content library, providing the business with sustained narrative value long after the initial campaign window.

Live Action: Vero Von
Editorial: Landia
Music: Sonido