Messenger Product Creative
CONTEXT
Messenger and Instagram Direct needed to develop more expression features for their calling and messaging platforms. The challenge was that developing successful expression features that would actually solve user problems required creative to be involved from concepting through shipping. Most creative teams at tech companies not only are typically silo’d, but they are often staffed only with image-makers, not strategic product-minded thinkers.
Text power-ups add an extra little something to a message — still live in-app today.
Avatar power-ups on Instagram and Messenger let anyone add emotion and personality to any message in a thread.
Building a creative team fluent in product design, product management, research, and engineering is key to integrating into the product development cycle.
Video calling effects shipped as themed collections, timed to cultural moments and pushed through owned social.
OUTCOME
Restructure, rebuild, and mentor an array of multi-disciplinary teams and embed them with their product partners throughout the product development cycle. With the right creatives embedded from roadmapping onward, new expression features were not only strategically aligned with business goals, but were also directly connected to solving user problems.
Avatar profile pics shipped in Instagram worldwide.
Shared backgrounds and group AR effects shipped globally in Messenger and Instagram.
A chat theme, sticker pack, and AR filter partnership with BTS & TinyTAN.
The team shipped a steady stream of always-evolving chat themes aligned with cultural moments and partnerships.
RESULTS
Many successful features launched globally. Chat themes, stickers, avatar profile pictures and power-ups, messaging features. Many still live in product today. Others have cycled out, the way product features tend to do. What outlasted all of them is the approach: creative built as product, inside the development cycle instead of bolted on after. The team moved on. The way of working didn’t.
Star Wars partnership camera effect and upsell.
ROLE
Director, Product Creative
SCOPE
Messaging and calling features, launch videos, social campaigns, product partnerships.
PARTNERS
Many — please inquire for specifics.
PRODUCTMessengerProductCreative
CONTEXT
Messenger and Instagram Direct needed to develop more expression features for their calling and messaging platforms. The challenge was that developing successful expression features that would actually solve user problems required creative to be involved from concepting through shipping. Most creative teams at tech companies not only are typically silo’d, but they are often staffed only with image-makers, not strategic product-minded thinkers.
Text power-ups add an extra little something to a message — still live in-app today.
Avatar power-ups on Instagram and Messenger let anyone add emotion and personality to any message in a thread.
Building a creative team fluent in product design, product management, research, and engineering is key to integrating into the product development cycle.
Video calling effects shipped as themed collections, timed to cultural moments and pushed through owned social.
OUTCOME
Restructure, rebuild, and mentor an array of multi-disciplinary teams and embed them with their product partners throughout the product development cycle. With the right creatives embedded from roadmapping onward, new expression features were not only strategically aligned with business goals, but were also directly connected to solving user problems.
Avatar profile pics shipped in Instagram worldwide.
Shared backgrounds and group AR effects shipped globally in Messenger and Instagram.
A chat theme, sticker pack, and AR filter partnership with BTS & TinyTAN.
The team shipped a steady stream of always-evolving chat themes aligned with cultural moments and partnerships.
RESULTS
Many successful features launched globally. Chat themes, stickers, avatar profile pictures and power-ups, messaging features. Many still live in product today. Others have cycled out, the way product features tend to do. What outlasted all of them is the approach: creative built as product, inside the development cycle instead of bolted on after. The team moved on. The way of working didn’t.
Star Wars partnership camera effect and upsell.
ROLE
Director, Product Creative
SCOPE
Messaging and calling features, launch videos, social campaigns, product partnerships.
PARTNERS
Many — please inquire for specifics.