Project:
AR Product Education & Brand Mascot
Client:
Meta
Role:
Creative Technology Director, Producer
Meta needed a scalable way to educate consumers and employees on Quest 2 and Portal hardware without requiring physical access to the devices. The challenge was to deliver a high-fidelity 3D training experience that lived natively on social platforms while making complex hardware feel accessible. To bridge the gap between cold technology and human connection, our team pitched a radical concept: creating Meta’s first-ever brand “Mascot” to guide users through the experience. This was a significant strategic departure for a company that had never personified its brand beyond a logo, requiring deep stakeholder buy-in.
I led the technical and creative production across three time zones, managing a New Zealand-based development team via a “follow the sun” workflow to ensure 24-hour progress. To navigate the client’s natural apprehension regarding the new Mascot, I partnered with our design team to create a modular character system with mix-and-match attributes. This allowed stakeholders to “build” their ideal character in real-time during review sessions, compressing what is typically a multi-month corporate approval cycle into a focused, weeks-long timeline.
Leveraging the Meta Spark platform, we successfully delivered lightweight, immersive 3D product demonstrations accessible directly via Instagram, Messenger, and Facebook. This created a new paradigm for user education, allowing anyone with a smartphone to virtually bring Meta’s hardware into their own home to learn its features through a guided, character-driven experience.
Results
- Launched Meta’s first-ever AR-powered training curriculum.
- Successfully pitched and introduced the first character/mascot to embody the Meta brand.
- Accelerated creative consensus, reducing a potential multi-month stakeholder alignment process down to weeks.