Facebook Gaming -
Creator Games 2021
Role: Art Director
Scope: Creative direction, campaign design, event branding, cross-functional and agency alignment
Overview
Led creative direction for Facebook Gaming’s Creator Games 2021, an interactive event designed to engage creators and their communities through competition and live participation.
As an early iteration of the program, the work focused on establishing a clear and engaging visual identity that could unify the experience across digital and live moments.
The Challenge
As a developing program, Creator Games required a creative approach that could balance entertainment, competition, and platform engagement—while operating in a fully remote, virtual format.
The challenge was to:
Create a distinct and recognizable identity for a first-time event
Design for a fully virtual experience during COVID constraints
Coordinate across distributed creators, streamers, and production teams
Ensure a cohesive experience across multiple live streams and formats
Align internal teams and partners under fast-moving conditions
My Role
I led the creative direction of the event, focusing on both identity and execution:
Defined the visual identity and tone for Creator Games
Designed key campaign and event assets across digital and live touchpoints
Partnered with internal teams and agency support to ensure alignment
Guided execution to maintain consistency across the experience
Key Contributions
Established the creative foundation for Creator Games in a virtual-first format
Created a visual system that supported live, multi-stream experiences
Helped align creators and teams around a cohesive and engaging presentation style
Adapted creative to function effectively within remote production constraints
Outcome
Launched a cohesive and engaging virtual Creator Games experience that brought creators and audiences together despite physical limitations.
The foundation established in 2021 enabled the program to expand and evolve in future iterations.
Reflection
This project reinforced the importance of adaptability and communication in distributed environments.
Designing for virtual experiences required not just strong visuals, but clear systems that could hold up across multiple creators, streams, and production setups.
