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DIFFERENT BUILDS DIFFERENT

CLIENT: META // ROLE: PHOTOGRAPHER

THE NEED

With constant advances in technology, how can we highlight and celebrate our new advancements and innovations within the technological space?

The Approach

While at Creative Theory Agency, we partnered with Meta to lead an external campaign highlighting their new technological innovations.
The production spanned across two cities: New York City and Mountain View, California. It highlighted various Metamates in personal and professional environments, creating a sense of personableness while highlighting tech innovations.
Our team crafted a 360 campaign, which included a range of video assets and photography that showed up on a microsite, paid and organic assets, as well as HTML5 display banners.

The Process

I led photographic production for this campaign. Photography and Film were captured on the same days within the same time blocks, which requires efficiency. I  coordinated with the production company to capture photographs between takes and scenes and worked with the Account Leads from the agency team at Creative Theory and Meta teams throughout the process to ensure approval and overall excitement about what we were capturing.
My team was nimble. It consisted of myself and a Photo Assistant. We coordinated to tether the shoot for the live previews for the agency and client to a laptop on a camera cart that we moved from location to location. We optimized the lighting setups used to film the previous scene and coordinated with the Gaffer and Grip to make any minor adjustments necessary to execute at a high level.

Deliverables

I delivered fully edited selects of each of the eight Metamates photographed in personal and professional environments.
Meta will be utilizing this imagery for internal and digital usage across Meta’s internal and external platforms.
Our editing direction was authentic and relatable storytelling that was efficient and compelling. I chose a subtle film-emulative approach with the colour grade to embody a relatable and perfectly imperfect feeling, which film does so well.
The campaign was both effective and well-received.
Through tight schedules, long shoot days, coordination with Meta Staff and guidelines, multiple subjects on the same day at multiple locations, and the need to photograph and film within these short windows, I leaned on my expertise, previous experience and constant communication with all Creative Theory Account Leads, Meta Leadership teams, Draulhaus’ production team, and all crew members to execute was was needed and to always be well prepared to pivot
The final film and photography assets were well received and were essential components in amplifying Meta’s advancements and innovations in the technological industry.
Video Example

Project Team

Photographer: Trevor Wentt
Photo Asst., NY: Jeremiah Cumberbatch
Photo Asst., CA: Paris Silver
Account Director: Stephani Franklin
Account Manager: Ramona Roberts
Production Company: Draulhaus

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