Meta Beach | Cannes Lions 2022
Where: Meta
Role: Art Director
Photography provided by: Luke Hayes Photography
Connecting on the beach.
Meta showed up at Cannes Lion 2022 to highlight the potential of the metaverse, celebrate its community of creators and collaborators and to introduce the new brand.
As the art director for Meta’s presence at Cannes Lion 2022, my role was to lead the visual and experiential design aspects of the project. Working closely with internal designers from Meta and agency partners Jack Morton Worldwide and De-Yan, I oversaw the visual language development for graphic branding, activations and spatial design.
The experience was comprised of unique activations and moments that showcased our brand, celebrated collaborations with artists and demonstrated the power of Meta’s platform of products.
The Entrance
We created an anamorphic perspective moment featuring our symbol floating above the Cannes ocean line for the entrance. Displaying on large, lenticular inspired LED screens, the symbol welcomed attendees into our space, even changing animations to match day and night times.
Felipe Pantone x Meta
Reels Superstudio
A highlight of our presence at Cannes was partnering with celebrated artist Felipe Pantone on a Reels Superstudio exhibition. We collaborated with Pantone to build a space that featured his iconic rich color work while highlighting and celebrating the work he was doing on Instagram and Reels. It was crucial that we found the right balance between Felipe Pantone and Meta. That balance was actually found by stepping back with Meta, letting Pantone’s distinct look speak for the space, our presence delivered as accents, giving full voice to celebrate our creators, our collaborators, our partners.
Horizon Worlds Pavilion
We created a unique space on the beach where attendees had a chance to explore some of the amazing experiences found in Horizon Worlds. Similar to the Reels Superstudio, I was in charge of guiding overall art direction and materiality. This was especially important for this activation as we wanted to create a minimalistic, ethereal experience that captured the tonalities of both Meta as a brand and Horizon Worlds as an experience.
Visual Branding
We design a graphic system that acted as a through line for all the activations and ancillary events at our space. Simple, unadorned and human- these were the tenants that the designs were based on. Grid lines that traced across the screen creating a straightforward structure for imagery and type, all the while allowing space for our new brand to show through.