Facebook Watch: VidCon Experiential Activation

Designing a Creator-First Experience for Facebook Watch’s VidCon Debut

As Creative Director embedded in the Facebook Watch group, I led creative vision and execution for Facebook's first-ever VidCon activation. The challenge: reconnect with teens who'd migrated to other platforms. The solution: put creators first. We built a vibrant hub with a stage for internet celebrities, interactive experiences, and a showcase of Facebook Watch content—creating a space where teens could discover creators while engaging with the brand organically.

Collaborating with design agency Buck (animation) and vendor agency CIVIC (booth build), I developed a cohesive vision across all touchpoints. The booth design drew from the Facebook Watch Play Glyph, featuring five mini-experiences that brought Facebook Reactions to life in Instagram-worthy moments. We minimized traditional branding on the exterior, letting Reactions do the talking. I also directed animated video bumpers served between creator trailers—visual eye candy that captured attention across three days.

Impact: At VidCon 2018's 30,000-attendee event, the Facebook Watch activation became a Gen Z destination during Instagram's IGTV launch weekend. The booth successfully positioned Facebook Watch as a creator-first platform and marked a pivotal moment in reconnecting with younger audiences. Working alongside Facebook's team and our amazing partners, we created something that mattered.

Role: Creative Direction, Vision Development, Agency Collaboration, Design Oversight, Production Management