Facebook Gaming -
Level Up: Year in Review 2020
Role: Art Director
Scope: Creative direction, narrative development, campaign design, cross-functional and agency alignment
Overview
Led creative direction for the inaugural Level Up: Year in Review for Facebook Gaming, an end-of-year activation designed to celebrate creators and drive engagement across the platform.
As a first-of-its-kind initiative, the project established the foundation for how personalized creator moments could be expressed through a scalable and engaging campaign.
The Challenge
As a new activation, there was no established format, system, or precedent to build from.
The challenge was to define both the creative direction and executional framework:
Creating a concept that could scale across a large and diverse creator base
Translating platform data into engaging, personalized storytelling
Aligning internal teams and external partners (including agency support)
Moving quickly while setting a strong foundation for future iterations
My Role
I led the creative direction of the initiative from concept through execution, focusing on both vision and alignment:
Defined the core creative concept and narrative approach
Developed the visual system for personalized Year in Review outputs
Partnered with product, marketing, and AMP agency to align on execution
Guided iterations to ensure consistency and scalability across deliverables
Key Contributions
Established the creative foundation for Facebook Gaming’s Year in Review
Translated creator data into clear, engaging, and shareable formats
Created a system that balanced personalization with scalability
Aligned cross-functional teams and agency partners around a unified direction
Outcome
Successfully launched a new end-of-year activation that increased creator engagement and introduced a scalable format for personalized content on the platform.
The framework and creative direction established in 2020 became the foundation for future iterations and expanded program development.
Reflection
This project reinforced the importance of setting strong foundations early—balancing speed with thoughtful system design.
By defining both the creative direction and structure upfront, the work was able to scale and evolve in the years that followed.
