CONNECT 2021: Infinite Horizons (virtual event)

Program Manager and Producer, Outbound Marketing at Reality Labs

Meta Reality Labs (formerly Facebook Reality Labs) hosts Connect, the largest annual conference on the metaverse as well as the latest in augmented and virtual reality technology. Since 2020, the event has been virtual and for 2021, the outbound marketing contributed to the overall promotion of the Keynote, which exceeded the previous year’s viewership by 120,000%.

Meta Reality Labs (Website)

Watch Connect 2021 Keynote (on Facebook)

ENLIGHTENED LEADERSHIP (virtual event)

Integrated Producer, MKG

Starting in 2021, Enlightened Leadership became a company-wide initiative at Meta to explore effective leadership. Within Meta’s Global Marketing Business (GBM) team, one of their biggest events on the topic was an invite-only B2B virtual event for C-suite attendees and in partnership with Meta Curated and The Aspen Institute, which developed printed workshop materials for review. Zoom was hired as the event platform and for the entertainment segment, grammy award-winning Eighth Blackbird performed live an exclusive hourlong set. The MKG team also secured a partnership with artist, Franco Egalite to create the event’s artwork.

As an integrated producer, Christina worked with the external partners, vendors and Meta teams (i.e. Curated, The Production Group and GBM) to deliver high-quality content across web, email, print and zoom. As a result, Meta exceeded its targeted KPIs for attendance.

SHARE THE LOVE (campaign)

Producer, Buck

Pampers partnered with Meta’s Creative Shop to launch “Share the Love” campaign after a survey revealed that 9 out of 10 moms worry that they are not doing a good enough job. To quash mom-guilting, Meta partnered with Buck to create an immersive AR effect, which inspired empathy and compassion among moms. While an effect is 4MB total, the creative technology team at Buck built a total of 15 hearts with custom messages and imagery into the final effect.

AIR MAX DAY 2020 (campaign)

Producer, Buck

For Air Max Day 2020, Nike paid homage to the countless Air Max variations over the years that paved the way for the future of this signature collection.

To help wearers celebrate their style and showcase their creativity, Buck produced this customized premium effect, which is designed to capture selfies and shoe shots on Instagram.

YELLOW (accelerator program)

Director of Content, Creative and Production for Identity of K-pop (ID:K)

Snap Inc. created Yellow, an accelerator program that partners with and funds the next generation of startups. The first class of nine selected startups included the Identity of K-pop (or ID:K), a digital media company focused on developing and delivering exclusive as well as interactive K-pop content for Snapchat.

Hired as a the director of Content, Creative and Production, Christina built the entire workflow processes and production pipelines and oversaw the creative for several editorial issues for the platform’s 191M+ daily active users. As a result, she and the team increased subscribers by 80% and daily unique views by 22% in one month of the launch.

Yellow (Website)

WOMAN RISING: Tiffany Young (Watch Here)

K-pop Fashion (Watch Here)

Project Spectre (special project)

Producer, AR Marketing at Snap Inc.

For the augmented reality marketing team, Christina produced from ideation through debut “Project Spectre,” Snapchat’s first-ever program to support the creative and technical genius of the Official Lens Creator community (OLC), which has over 130 members of global creators and is growing strong.

The program was designed to push both creative power and technical boundaries of the OLC and Lens Studio software. Members were sent a brief, detailing the ask: ideas for premium Halloween Lenses, which would first debut at Lens Fest, followed by the coveted “Carousel” spot in Snapchat during the week of Halloween.

Receiving over 100 submissions, Christina and the team reviewed all of them and narrowed down to the final six winners, who would then receive hands-on technical support with the company’s in-house global engineering team. Selected creators also received funding for their work.

The program was such a success that Project Spectre made its official debut to the world as Ghost, Snap’s AR Innovation Lab and Fellowship.

LENS CREATOR COMMUNITY

Producer, AR Marketing at Snap Inc.

Snapchat has an official group of Lens Creators whose top-performing Lenses have reached billions of views on the platform. Christina would work with these highly specialized creators to not only collaborate on marketing content, but also promote their newest lenses and successes in the AR industry.

During her time on the AR marketing team, she worked with and/or promoted close to 120 creators across the company’s live events and outbound channels, including social, web, email, third-party sites and Lens Studio banner ads.

AR SOFTWARE

Producer, AR Marketing at Snap Inc.

In 2017, Snapchat launched Lens Studio, a free AR creation software to the world. Since then, the software has been updated continuously.

Christina produced the content for the software’s marketing campaigns, including the releases for its updated versions: 2.1, 2.2 and 2.3. This also included the promotion of its major technological achievements, such as Landmarkers and Spectacles. Her work appeared across various outbound channels, including web, email, social, YouTube and third-party sites.

LIVE EVENT

Producer, AR Marketing at Snap Inc.

Lens Fest is a three-day weekend event where the Official Lens Creator community (OLC) gather to network, share their ideas and learnings and celebrate the best-of and connect directly with the in-house technology team. As part of the class of Yellow 2018, Christina attended the first event and was blown away by the group’s creativity and enthusiasm for augmented reality.

In 2019, she produced the event marketing, AV and AR content (see Project Spectre) all of which increased attendance by 67% from the previous year.

OPENING FILM: WATCH HERE