Meta Spark AR Education Platform

The challenge

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.

What I did

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.

Using the Meta Spark platform, we delivered lightweight, immersive 3D product demonstrations accessible directly via Instagram, Messenger, and Facebook, letting anyone with a smartphone bring Meta’s hardware into their own home and learn its features through a guided, character-driven experience.