meta: always on
meta: always on
overview
overview
a template system that produced 2,000+ personalised video executions across 12 languages and three global region
a template system that produced 2,000+ personalised video executions across 12 languages and three global region
a template system that produced 2,000+ personalised video executions across 12 languages and three global region
my role
my role
template system design
template system design
template system design
client
client
meta
meta
meta
the brief
the brief
meta needed more marketers and agencies across emea, latam and apac to adopt its performance advertising tools. the problem wasn't creative, it was scale: personalised messaging in 12 languages, adapted to each region's economic context, without losing brand consistency or production quality
meta needed more marketers and agencies across emea, latam and apac to adopt its performance advertising tools. the problem wasn't creative, it was scale: personalised messaging in 12 languages, adapted to each region's economic context, without losing brand consistency or production quality
meta needed more marketers and agencies across emea, latam and apac to adopt its performance advertising tools. the problem wasn't creative, it was scale: personalised messaging in 12 languages, adapted to each region's economic context, without losing brand consistency or production quality
the work
the work
the biggest challenge was copy length. across 12 languages the same line could run short, medium or long, so i sorted every translation into 3 copy-length categories and gave each its own text size, position and line-break rules bol, a separate animation studio, created the 2d illustration in separate layers. for each copy-length category i set where those layers sat around the text, so they never overlapped the copy or left too big a gap, and every version kept its visual balance i built all of it into an organised after effects template of 3-second modular videos, with a guide for otomo, the automation studio, so their engine could place any translation in the right category without ambiguity or rework
the biggest challenge was copy length. across 12 languages the same line could run short, medium or long, so i sorted every translation into 3 copy-length categories and gave each its own text size, position and line-break rules bol, a separate animation studio, created the 2d illustration in separate layers. for each copy-length category i set where those layers sat around the text, so they never overlapped the copy or left too big a gap, and every version kept its visual balance i built all of it into an organised after effects template of 3-second modular videos, with a guide for otomo, the automation studio, so their engine could place any translation in the right category without ambiguity or rework
the biggest challenge was copy length. across 12 languages the same line could run short, medium or long, so i sorted every translation into 3 copy-length categories and gave each its own text size, position and line-break rules bol, a separate animation studio, created the 2d illustration in separate layers. for each copy-length category i set where those layers sat around the text, so they never overlapped the copy or left too big a gap, and every version kept its visual balance i built all of it into an organised after effects template of 3-second modular videos, with a guide for otomo, the automation studio, so their engine could place any translation in the right category without ambiguity or rework
scope & scale
scope & scale
2
2
product categories: chews and sodas, each with stills and motion
product categories: chews and sodas, each with stills and motion
product categories: chews and sodas, each with stills and motion
40+
40+
asset executions across both categories
asset executions across both categories
asset executions across both categories
14
14
formats — from 300×250 MPU to 16×20 inch print and OOH
formats — from 300×250 MPU to 16×20 inch print and OOH
formats — from 300×250 MPU to 16×20 inch print and OOH
1
1
source image — the entire campaign visual language built from a single brand asset
source image — the entire campaign visual language built from a single brand asset
source image — the entire campaign visual language built from a single brand asset
the result
the result
automated production at a scale no manual workflow could sustain. because the constraints lived inside the system instead of being policed in production, every execution met brand standards in every language and region, without a designer touching it
automated production at a scale no manual workflow could sustain. because the constraints lived inside the system instead of being policed in production, every execution met brand standards in every language and region, without a designer touching it
automated production at a scale no manual workflow could sustain. because the constraints lived inside the system instead of being policed in production, every execution met brand standards in every language and region, without a designer touching it
other projects
other projects
meta - always on
a social template system that let a 30-person team ship on-brand content across 6 categories and 4 formats
meta - always on
a multi-channel campaign that grew costa's cold drink menu share from 5% to 24% and reached 7.4m people
meta - always on
a 2d motion system that launched a global rebrand across two continents, from madison square garden to the london underground