Meta: The Impact is Real

Role: Art Director
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A six-part video campaign for Meta exploring the metaverse through heightened, cinematic realism.

Directed by: David Slade

Client: Meta
Produced at LOGAN

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Role: Art Director
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A six-part video campaign for Meta exploring the metaverse through heightened, cinematic realism.

Directed by David Slade

Client: Meta
Produced at LOGAN

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The Impact is Real
-01

The Lecture Hall
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The lecture hall was developed in 3D before production began, using location scouting references to translate lighting and composition tests directly to the real environment. Dramatic, Caravaggio-influenced lighting established the tone. The dividing cell used by the professor was designed as part of the same process..

The Design
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The lecture hall was developed in 3D before production began, using location scouting references to translate lighting and composition tests directly to the real environment. Dramatic, Caravaggio-influenced lighting established the tone. The dividing cell used by the professor was designed as part of the same process..

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Style Frames

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Style Frames

The Impact is Real
-02

Ancient Rome
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Originally planned as an interior scene, the Ancient Rome spot moved outdoors after location scouting. VFX were stripped back to keep focus on the immersive history lesson, with a visual tone drawn from Renaissance and Neo-Classical painters, particularly Jacques-Louis David.

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Style Frames

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Style Frames

The Impact is Real
-03

Heart Surgery
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Scouting this location early allowed me to design the environment with the final shot in mind. Dramatic lighting carried through from the rest of the campaign. The body and heart model went through several iterations before landing on a minimal AR look.

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Style Frames

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Style Frames

The Impact is Real
-04

Aerospace Museum
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The location closely matched the original design concept, with top-lit ceilings and a reflective floor that fit naturally within the campaign's aesthetic. The Meta team handled the spacecraft UI while I developed the look of the Saturn ring environment, originally conceived as an interactive space outside the ship.

Aerospace Museum
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The location closely matched the original design concept, with top-lit ceilings and a reflective floor that fit naturally within the campaign's aesthetic. The Meta team handled the ship's UI while I developed the look of the Saturn ring environment, originally conceived as an interactive space outside the ship.

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Style Frames

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Style Frames

The Impact is Real
-05

Anatomy Lesson
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The Anatomy Lesson required finding the right balance between anatomical accuracy and visual clarity. I designed the body's internal systems, the microscopic blood flow, and the interaction where the student reveals the interior with a swipe of her finger.

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Style Frames

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Style Frames

The Impact is Real
-06

Urban Planning
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The urban planning studio called for a brighter, more open environment than the rest of the campaign. I designed the shot framing and the look of the city, landing on a minimal aesthetic consistent with the AR approach used across the other spots.