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🧑‍🔬 Orion

💡 Summary:

The biggest story of Meta Connect 2024 was “Project Orion”: the most advanced AR glasses the world’s ever seen. I got to tell the story of this incredible tech, & unveil this multi-billion dollar, 10+ year investment in a way that blew minds...

🗓️ When: 😍 For:
2024 Meta (in house)

“Project Orion” is an augmented reality prototype, blending hardware & software into a revolutionary experience. We showed it off with: a presentation in the Connect Keynote (helping Mark score some laughs), a reaction film of preeminent tech leaders & creators, social posts from Mark, & supporting assets for press & creators.

Of all the blockbuster news at Connect 24, Orion was the top priority; & on the day of Connect it was the only thing Mark posted about so the news could dominate the internet...

Translating the Orion experience into 2D films was tricky since they’re holographic, spacial, & unlike anything else. We took no shortcuts—no green screen fakery or adding things in post that were not a real part of the experience. This strategy required deep integration with product teams, innovating a process that honored accuracy while finding the most visually appealing & dynamic way to tell the story.

Miraculously, the team pulled it off, & I stepped in to operate the Orions like a camera on a film shoot. They blew my mind, & apparently they blew the worlds mind too...

👋 My role:

Creative Director—defining concepts, overseeing production & post, setting visual approach, operating Orion, collaborating with creators & cross functional partners in product, comms, legal, biz affairs, etc.

📈 Result:
The Orion announcement resulted in an all time high $Meta stock price, & crossed beyond tech press to make a splash in mainstream culture (even with a segment on SNL’s Weekend Update). Connect 2024 was regarded as an all time best for Mark & Meta, where "Mark Zuckerberg seems to have stuck the landing".

🧑‍🤝‍🧑 With:
Team details under NDA

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