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 heartbeat.

The Narrative Engine: I architected a documentary-led system anchored in raw, human truth. By pairing the intimate lens of award-winning filmmaker Derek Cianfrance with the story of a real teenage girl finding her voice as a drummer, we created a "North Star" for the brand. This film was a scalable blueprint; a single character-driven core that fueled a global ecosystem of broadcast, OOH, and social, proving that at Meta, the product is the connection.

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 Narrative Engine 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