Meta x WhatsApp

I worked at Meta on WhatsApp 2022 - 2023. I produced a multi-channel product launch campaign & an in-app messages campaign.

Communities Product Launch

After 8 months, this campaign suffered an untimely death due to changes in product development. While the work didn’t make it out into the world, the experience was epic! Please enjoy the REDACTED version of its story.

I led the launch of Communities on WhatsApp, a global campaign celebrating bringing people together over shared experiences & interests.

The project went all the way through color, mix, and text localization before being put on an indefinite pause. We produced 8x :15 films, 50 stills, and 2x animated :6s localized across 5 global markets resulting in over a whopping 1000+ final deliverables.

The target market for the product launch was Brazil, India, Indonesia, and the UK which posed a big challenge for production as India and Brazil are two diametrically opposed markets, visually & culturally. We didn’t have budget to split the shoot up between two locations, so we offered a creative solution: we would double shoot 4 of the spots and the remaining 3 spots would be 'global’ meaning, they would be culturally sensitive to both Brazil & India.

To ensure our films were accurate from location to wardrobe, we scoped India & Brazilian cultural consultants to vet all art selections prior to making their way to the Meta global marketing managers. We cast for talent in India, UK, Brazil, US, and Argentina, which was our final shoot location. For locations, we opted for spaces that were neutral but, still visually interesting and work for both markets with different set dressing.

Post was equally as strategic and complicated. The final product delivery continued to be delayed which resulted in a waterfall effect of pushed editorial, finishing and an overhaul on our translation workflow. The end result was the development of a new, expedited localization process which has now been adopted within the WhatsApp vertical.

Agency: CX Meta
Executive Producer: Chad Emerson
Lead Producer: Shae Mermis
Co-Producer: Christine Gomez

Live Action: Vero Von / Landia
Editorial: Alejo / Landia
Color: Trafik
Mix: Lime
Music: Sonido

Messages in-app launch

WhatsApp launched an ongoing in app messaging campaign. These are the first five creative messages of the campaign. Each video asset was localized & shipped in 4 languages.

Agency: CX Meta
Executive Producer: Chad Emerson
Producer: Raven Irabor x Shae Mermis

Design + Motion: Hueso x 1st Avenue

“Message yourself”

“Chat”

“Call links”

“Avatars”

“2-Step Verification”