OPEN YOUR
WORLD —
After QUEST’s “Expand Your World,” Meta needed another cultural hit—this time to debut its AI toolset globally. We anchored the story in Openness, a single idea that speaks to both developers and creators. We turned Meta’s most iconic moment into a brand platform and launch narrative that invited the world not just to watch AI happen, but to build with it.
More than a campaign, this was a repositioning—from “just social” to a company shaping the new age of AI. We defined the creative vision and global brand stance, unifying product stories under one promise of openness—access, collaboration, possibility—so the platform could stretch and scale consistently across releases and keep Meta speaking to makers everywhere.
