METAMulti-disciplinary Art Director on Facebook App, focusing on
creating visual systems and executing photo & illustration visual assets
for in-product application and with XFN (Cross Functional Partners)
An author of FLEX, FB’S first product & marketing illustration system in partnership with CREATIVE X, unifying FB’s visual language.
Flex is a design system allowing various use cases across multiple product surfaces. It intends to build illustration repositories and evergreen assets that streamline the illustration process for Facebook’s In-House agency, external vendors, and partners.
In addition to creating the system, I co-led development and implementation for Design Shop’s Creative Vision team, which included onboarding and education for our Design Shop team. From creation to execution, I was the embed between the creative direction and in-house agency to stress test and ship visual assets for Facebook App Product teams.
Co-led building of the evergreen illustration repositories and expedited timelines for our partners by creating systems while utilizing FLEX.
FLEX Illustration System
FB pHOTO & VIDEO STOCK LIBRARY
Lead Photo Art Director for the Facebook App, providing SME support and expertise to product teams, Design Shop, and partners. Developed photo frameworks, systems, and onboarding to help support teams with scaling photography and using stock imagery.
Created original stock imagery and video for ready-to-use product applications in FB App & FB Marketing, Newsroom, In-Situ, FB All Hands, and FB Design Summit. The imagery focused on building a photographic brand for Facebook, ensuring that we depicted various real-life talents and showcased a range of communities to represent our 3B+ global users.
Worked with 50+ photographers for original stock Photo & Video, licensing, and content creation, including licensing imagery for partnership galleries and social media to be utilized as a part of our library, providing scalability to imagery and cutting down shoot days for fresh imagery by emerging image-makers for multiple visual assets.
Our shoots were critically acclaimed for it’s diverse hiring and representation, getting praise from the head of Accessibility at Meta & Facebook’s VP.
500+
Photo & Video
Stock Assets
20+
Shoot Days
FB Credits
CREATIVE DIRECTOR: Toby Kaufmann
FB PRODUCERS: Yasmeen Ben-Halim, Karina Dearwood
PHOTOGRAPHERS: Brittany Bravo, Brad Ogbonna, Rochelle Brock, Munachi Osegbu
Producer: Henstooth Productions, OCTOPIX
DIRECTOR: Julia PITCH, Andy Madeline
ART DIRECTORS: Lorenna Gomez-Sanchez, Allison Retina Stewart, Jeanie D’Amico Mordukhay
Casting: Lilac Perez
Wardrobe Stylist: Jarae Holieway, Jeanne Faucher
META OPEN ARTS
Photo Gallery Curations
Licensed imagery from photographers for photo gallery curations.
Featured:
Motherhood
Native American History Month
Black History Now
CuLTURAL MOMENTS
Partnering with photographers, motion designers, and directors to utilize our photo & video stock library to create video collage/mixed media for cultural moments such as Juneteeth, Latinx Hispanic History month, Native American History Month, Black History Month, and more!
Juneteenth
Latinx Hispanic History Month
Native American History Month