The most consequential technology is often the hardest to explain — and the easiest to misunderstand. Closing that gap required expanding the communications system beyond text: into visual formats that made complex systems legible, and audio that reached audiences where they already were.
Two initiatives illustrate that expansion.
22 million
29% Growth
People reached across Meta’s tech innovation platforms
The work
visual storytelling
The brief was straightforward: audiences were increasingly engaging with visual formats and seeking credible, “under the hood” views of Meta’s tech innovations.
I built a dedicated visual storytelling team — two full-time video producers working with external production partners fluent in Meta’s brand and design systems, alongside a full-time graphic designer who developed a network of external illustrators. I also deepened relationships with internal creative teams to scale production of videos, illustrations, and infographics while maintaining quality.
We measured and regularly reported visual content performance to senior leadership, driving behavior shifts: videos became shorter, more accessible, and more precisely aligned with how audiences actually consumed them.
The result was visual content that extended beyond owned channels into high-authority media, including The Wall Street Journal and Axios.
Meta’s gaming podcast
Meta’s gaming audience was large, influential, and growing — and presented an opportunity to extend the company’s tech innovation narratives into a new channel.
As executive producer, I led the development of “That Other Gaming Podcast” from concept through launch — including competitive analysis within a crowded podcast landscape, audience research, visual identity, distribution strategy, and budget and legal approvals. The pilot series —hosted by two of my editors— launched on Spotify, Apple Podcasts, and Google Podcasts, and was distributed across relevant Meta-owned social channels.
The podcast authentically introduced Meta’s leadership and perspective to a highly engaged target audience, while demonstrating that owned media — executed with editorial discipline and a clear understanding of audience — could compete in spaces well beyond the company’s core platforms.
