Facebook Gaming -
Level Up: Year in Review 2021
Role: Art Director
Scope: Creative direction, system optimization, illustration direction, cross-functional and agency alignment
Overview
Led the evolution of Level Up: Year in Review 2021, building on the foundation established in 2020 to create a more scalable, efficient, and visually elevated experience for creators.
The focus was on refining the system while enhancing the overall quality of personalization, delivering a more polished and expressive campaign at a larger scale.
The Challenge
With the initial framework established, the focus shifted to scaling and improving the experience.
The challenge was to:
Expedite production timelines while maintaining quality
Enhance the visual appeal and uniqueness of personalized outputs
Improve system efficiency across internal teams and agency partners
Maintain consistency while increasing the level of creative expression
My Role
I led the creative direction with a focus on optimization and craft elevation:
Refined the visual system to support faster and more scalable production
Directed the development of more custom, expressive illustrations
Partnered with internal teams and AMP agency to streamline workflows
Guided execution to ensure consistency across an expanded rollout
Key Contributions
Improved production efficiency by streamlining the creative system and workflows
Elevated the campaign through more customized and expressive illustration styles
Balanced scalability with personalization, enhancing the creator experience
Strengthened collaboration with agency partners to enable faster execution
Outcome
Delivered a more refined and scalable Year in Review experience that expanded on the success of the initial launch.
The improved system allowed for faster production while increasing the overall quality and expressiveness of the campaign.
Reflection
This project reinforced the value of iteration and system refinement.
By building on an existing foundation, we were able to move faster and push the creative further, proving that scalability and craft don’t have to be at odds.
