Facebook Gaming -
D.A.R.A Bot
Role: Art Director
Scope: Creative direction, product storytelling, character development, cross-functional alignment
Overview
Led the creative direction for D.A.R.A. Bot, an evolution of Facebook Gaming’s Year in Review into an always-on companion designed to help creators track performance, access insights, and improve throughout the year.
The initiative transformed a once-a-year campaign into a continuous, interactive experience, combining data, guidance, and personality into a single, cohesive system.
The Challenge
Previous Year in Review activations were impactful but limited to a single moment in time.
The opportunity was to evolve the experience into something more ongoing and valuable:
Moving from a static, end-of-year recap to a dynamic, year-round system
Making performance data more accessible and actionable for creators
Introducing guidance without overwhelming or overcomplicating the experience
Creating a more engaging and relatable interface for interacting with insights
My Role
I led the creative vision behind D.A.R.A., focusing on both experience and identity:
Defined the shift from campaign to always-on product experience
Directed the creation of D.A.R.A. as a character and brand element
Partnered with product, marketing, and cross-functional teams to align on functionality and storytelling
Guided the integration of insights, tips, and performance data into a cohesive user experience
Key Contributions
Reframed Year in Review into a continuous engagement system for creators
Developed D.A.R.A. Bot as a mascot and interface, making data more approachable and human
Introduced a more interactive and guidance-driven experience, supporting creator growth
Bridged product functionality with campaign storytelling, creating a unified ecosystem
Outcome
Established a more dynamic and scalable approach to creator engagement, shifting from a one-time campaign to an ongoing experience that supports creators year-round.
The introduction of D.A.R.A. created a recognizable and flexible asset that could extend across multiple touchpoints and future initiatives.
Reflection
This project reinforced the value of thinking beyond campaigns and toward systems and products.
By combining utility with personality, we were able to create an experience that was not only functional, but engaging, making complex data more accessible and meaningful for creators.
