Brief:
Expand and evolve Facebook’s photography guidance and library, building on the foundation of “elevated UGC.” The goal was to create a cohesive visual language that supports Facebook’s renewed brand ambition by feeling more real, low-key, and relatable, while resonating with a younger audience and scaling across product and marketing touchpoints.

Role:
Led the creative direction for the photography rebrand, developing the concept “Captured, not curated.” Defined the visual approach around real people rather than actors, capturing authentic moments often in single takes to preserve spontaneity and imperfection. Helped establish a scalable photography system and library that reflects how people genuinely connect on Facebook.