FACEBOOK WATCH: VidCon Activation
A hub for discovering creators, not a booth for discovering Facebook.
Teens had migrated off Facebook, so Facebook Watch's first-ever VidCon activation put creators first: a stage for internet celebrities, Reactions built at human scale, and a Gen Z destination at a 30,000-person event.
THE CHALLENGE:
Teens had migrated off Facebook, and Facebook Watch was arriving late to a room full of creators who'd built their audiences somewhere else. Showing up with a branded booth would have proved their point.
WHERE I CAME IN:
Put creators ahead of the brand. We minimized traditional branding on the exterior and let Facebook Reactions carry the identity instead, building a vibrant hub with a stage for internet celebrities rather than a wall of logos, so teens came to discover creators and engaged with the brand on the way. Designed the space off the product itself. The booth architecture drew from the Facebook Watch Play Glyph, with five mini-experiences that brought Reactions to life at human scale, built as moments people actually wanted to photograph. Held the vision across two vendors. I pulled BUCK in for animation and directed CIVIC on the booth build, holding the vision across both so the physical space and the motion work read as one thing. I also directed the animated bumpers that ran between creator trailers across all three days
ROLE
Creative Director (Meta, Facebook Watch)
Vision Development, Design Oversight, Agency Direction
CLIENT:
Facebook Watch
AGENCY PARTNERS:
CIVIC (Booth Build)
BUCK (Animation)
IMPACT
Became a Gen Z destination at a 30,000-attendee event
Positioned Facebook Watch as a creator-first platform rather than a distribution channel
Facebook's first-ever presence at VidCon
