human-centered storytelling: How tech helps build communities
THE CONTEXT
As traditional media became a less reliable distribution layer, Meta’s communications strategy shifted toward owned content— alongside a deliberate move toward unified, company-wide narratives, rather than fragmented product announcements.
Within that shift, a key challenge emerged: how to translate complex tech innovations into stories that resonate beyond technical audiences.
I conceived and led the development of “Tech Connect”, a campaign designed to reframe how Meta’s tech innovations were explained — through human-centered storytelling.
As executive producer, I oversaw the full production process — from concept through distribution — working across business units and geographies to identify authentic stories of people using Meta’s core platforms (Facebook, WhatsApp, Instagram, and Oculus) to build community.
The storytelling approach was deliberately restrained:
stories were told in the first person
product references were minimal and largely implicit
the focus remained on lived experience rather than features
stories were designed to be evergreen and relevant beyond product announcements
We built a distributed production model — hiring editors to conduct interviews and working with on-the-ground photographers to capture subjects in their own environments — ensuring authenticity and the kind of narrative depth that product-driven content and announcements rarely achieve. The campaign was one of the team’s most successful projects for the year.
The work
22 million
People reached across Meta’s tech innovation platforms
