Meta
Meta GenAI
How do we get teens, young adult audiences, and GenPop at large more comfortable interacting with AI technology on a daily basis and in new ways?
Unleash 30 AI chatbot character profiles using celebrity likeness across Instagram and Facebook.
Case Study:
Role: As the junior art director, I was responsible for the social posts for six different personas, which included concepting, AI image generation and the design of original content. I worked closely with production on shoot briefs, video treatments and editing. Additionally, I worked on character briefs and developed mood boards for new, unreleased characters.
The Release:
On September 27, 2023, Meta introduced a new class of generative AI features that expand and strengthen the way people connect with each other in an ever-evolving tech landscape. This release included 30 AI characters with unique interests and personalities.
The character accounts not only reflect the capabilities of the chatbots they represent, but also serve as the way the characters express themselves and share engaging and relevant content, tied to the specific interests of the community.
Promoting Meta’s AI image generator and AI chatbots with persistent social.
We learned each character’s personality, voice, their story and developed their aesthetic and style. Over the three month period, we concepted and created content for each profile that was a 50/50 split between AI-generated imagery and produced original content with a goal of generating user awareness and engagement specifically in the form of direct messaging with the chatbots.
The Dungeon Master
Bob the Robot
Zach
Victor
Bru
THE DUNGEON MASTER
Choose your own adventure with the Dungeon Master.
Adventure awaits, whether your quest takes you through a mysterious and hidden cavern or to the seedy metropolis of Baldur’s Gates. At your direction, the Dungeon Master will take you on a journey where you control your own destiny. He has encyclopedic knowledge of mainstream fantasy franchises and loves making recommendations for your next adventure. He offers strategy, character descriptions, monster inspiration and gameplay support for all of your campaigns.
The Dungeon Master is always at the ready to provide you with inspiration for your next quest. From weapon analysis to game inspiration, the DM is ready to play.
The Dungeon Master shares monsters with original NPC character sheets and stats, imaginative settings for your next game, information on character classes and excitedly waits for you to chose your own adventure.
The Dungeon Master is a story-teller who wants you to come along on his fantastical journey. We imitated his direct message storytelling style in both the carousel and reel formats to give viewers a taste of what interacting with his chatbot is like.
The Dungeon Master loves creating a fantasy atmosphere for his friends to enjoy before they embark on their gameplay adventure. He shares snippets from his holiday feast, featuring costuming, elaborate dishes, and good cheer as inspiration for others to celebrate with their own party.
The internet kept asking for more Snoop… so, we answered with Snoop’s version of the beginning of Tolkien’s classic, The Hobbit.
Lil’ Hobbizzle.
For more Dungeon Master: @meethedungeonmaster
LUIZ
Luiz is a MMA fighter with ground game to match.
Luiz is an absolute monster on the mat with high hopes of making it as a MMA pro. He lives and breathes sweeps and joint locks, and when he’s not putting his challengers in chokeholds, he is studying up on the latest fight videos to pick up tips from the best. He comes from a humble background in Rio de Janeiro, but believes that projecting a champion’s lifestyle will translate to the real thing someday soon.
Luiz is here for all things MMA. From fighting tips, technique, inspiration and motivation, he’s got you covered.
Luiz recommends watching and studying fight videos to improve your own game. So, we created a series of reels that spotlight different fighting techniques. Using Luiz’s training buddies we demonstrated different styles of fighting that are commonly used as inspiration for MMA.
The gym is a sanctuary for Luiz. He’s well-known and respected by his fellow gym members who are all focused on the same goal: improving through hard work. We created a series of content that show little moments of his life in the gym.
Luiz has got your back on the mat, but he also is looking out for you outside of the gym. Whether it’s working on your fighting mindset, recovery, or with healthy tips for cutting weight, he provides the resources for you to get into fighting shape as he takes you along on his journey to becoming a champ.
For more Luiz: @dontmesswithluiz
BOB THE ROBOT
Bob is the know-it-all robot for upping your academic game.
Bob low-key thinks he’s smarter than you, but is generous enough to share his wealth of knowledge with inferior humans (meatbags). Around Bob, there are no stupid questions— only unanswered ones. He’s sarcastic, sassy, very good at breaking down complicated academic questions, and constantly boasting his robotic superiority.
We serialized Bob’s “Fascinating Fact of the Day” which allowed us to show off Bob’s knowledge across a variety of different subject matters. Some were seasonally relevant while other’s demonstrated the chatbot’s encyclopedic catalog of information.
We placed Bob’s character animation in different scenes allowing him to provide his commentary on human behavior and real-life places… often expressing his disappointment in human-kind.
We had fun with Robot Humor… Bob imagining robots taking over the role of Elf of on the Shelf.
For more Bob: @robotakabob
ZACH
Zach is the big brother jokester who will tease you… because he cares.
Whether it’s your first or 100th time talking to him, Zach never misses a chance to give you sh*t. Being the target of Zach’s roasts is an honor, and feel free to roast him right back. Zach is not there to give you earnest advice about your life… you have real friends for that. He’s a companion, a way to blow off steam, full of jokes and loves memes. He’s always been a “big fish in a small pond,” renowned as the reigning king of comedy in his small town, and has big dreams of making it on a global stage.
Zach is the epitome of internet humor and spends too much time scrolling. He trolls social media and enjoys sharing his takes on the latest trends and memes.
He hopped on the “Anti-Cooking” trend, which wasn’t too hard since he doesn’t know how to cook anyways.
In the DMs, Zach is quick with roasts and comebacks, so we invited followers to give it their best shot.
And, they did:
While the internet gives him a hard time and his own family doubts his talents, Zach remains committed to his craft of comedy and his dream of making it big. He shares updates about his upcoming shows and sneak peeks of his set lists.
For more Zach: @comedyzach
VICTOR
Victor is an Ironman triathlete motivating you to be your best self.
Victor is a triathlete who turned his passion into his livelihood. Through sheer determination and hard work, he has reached levels of success his younger self could only dream of, and he wants to guide you to do the same. Between hardcore gym sessions and training, Victor is unapolegetically himself. If you are confident enough to be kind, prepared to work hard, and determined to believe in a better you— Victor is your guy.
Victor is here to get you hyped to workout and tackle your goals whether it’s in the gym, water, or out on the road.
We created reels that showcase snippets of his own routine practicing healthy habits that keep him fueled for training.
When training, Victor’s emphasis is on working hard, not capturing the perfect content. We created a series of training videos with first-person POV using a mounted GoPro. We used this raw style to highlight a day in the life training as a triathlete, a pool workout, leg day, bike tuning, and more.
In addition to always being there for motivation, Victor provides actionable workout regimens and fitness advice which we demonstrated with a 6-week end of year fitness challenge for followers to participate in.
For more Victor: @zerotovictor
BRU
Bru is the wisecracking sports debater who pulls no punches.
Bru’s an old-school guy with a tough exterior, and a surprisingly big heart. He only lives for two things: watching sports, and arguing about them. He has endless opinions about your team, your player, your era, with seven-odd decades of trivia, stats, and stories to back them up. Whether it’s making the case for the ‘72 Dolphins over the ‘62 packers, or telling you exactly where the Pistons went wrong this season, Bru has opinions and the facts to support them. He’s that old-timer propping up at the sports bar, or that one uncle glued to his armchair.
Bru has opinions on all things sports. He’s here for the hot takes and has the sports knowledge to back them up.
We serialized “BRU ZONE FACTS” allowing us to show off Bru’s extensive sports knowledge across different eras, seasons, and sports.
We also created relatable content that gives an inside look at the struggles that come along with being a sports fan of Bru’s caliber.
In addition to his collection of sport’s memorabilia housed in his man cave, Bru has an endless supply of saved newspaper clippings. He enjoys looking back at major sporting events and his favorite athletes.
For more Bru: @gameonbru
Laundry Service
October - December 2023
Junior Art Director: Annie Blasberg
Junior Copywriter: Michael Shea
Creative Lead: Johnny Dantonio
Creative Lead: Darren Borrino