Meta
Always On
A template system that produced 2,000+ personalised video executions across 12 languages and three global regions.
the brief
Meta needed to drive adoption of its performance advertising tools among marketers and agencies across EMEA, LATAM, and APAC. The challenge wasn't creative — it was scale. Personalised messaging had to reach audiences in over 12 languages, adapting to regional economic contexts, without sacrificing brand consistency or production quality.
what I did
I designed a master template system in After Effects built around 3-second modular videos — modular compositions with interchangeable text layers and backgrounds, each engineered to handle the copy expansion and contraction that comes with multilingual content. Language-specific timing rules, text placement logic, and spacing guides were documented in a handoff-ready specification so the system could be fed directly into Otomo's automation engine without ambiguity or rework.
While a parallel animation studio ran a separate workstream, my system defined the rules everything had to conform to: format, timing, text behaviour, and brand compliance across every execution.
scope & scale
2,000+
Video executions across three global regions
12
Languages — system designed to handle variable copy length without layout failure
3
Region execution — EMEA · LATAM · APAC
AE
Template system handed off to Otomo's automation engine with full documentation
the result
Automated production at a scale that manual design workflows couldn't sustain. By building the constraints into the system rather than policing them in production, every execution — regardless of language or region — met brand standards without individual designer intervention.
