Facebook Gaming -
Creator Games 2022
Role: Art Director
Scope: Creative direction, brand evolution, campaign expansion, cross-functional and agency alignment
Overview
Led the evolution of Creator Games 2022, building on the initial virtual foundation to create a more refined, scalable, and engaging experience for creators and their audiences.
The focus was on elevating the visual identity while improving coordination across a more complex and expanded program.
The Challenge
With the program established, the focus shifted to scaling and refining, while continuing to operate within a largely distributed production model.
The challenge was to:
Evolve the identity while maintaining recognition and consistency
Support a larger network of creators, streams, and content formats
Improve coordination across multiple stakeholders and production timelines
Increase overall engagement and energy in a virtual-first environment
My Role
I led the creative evolution of the campaign, focusing on refinement and scalability:
Expanded the visual identity system to support broader applications
Elevated the overall look and feel to increase impact and engagement
Partnered with cross-functional teams and agencies to improve workflows
Helped streamline coordination across creators, production, and internal teams
Key Contributions
Evolved the original identity into a more robust and scalable system
Increased the overall energy and clarity across live and digital experiences
Improved cross-team and creator alignment through clearer creative systems
Enhanced execution across a more complex, multi-stream environment
Outcome
Delivered a more polished and scalable Creator Games experience that expanded on the success of the previous year.
The refined system improved coordination and consistency, enabling a smoother experience across creators, teams, and live content.
Reflection
This project reinforced that scaling creative in distributed environments requires strong systems and communication frameworks.
By refining both the creative and the process, we were able to improve not just the output, but how teams and creators collaborated to bring the experience to life.
