The biggest story of Meta Connect 2024 was “Project Orion”, the most advanced AR glasses the world has ever seen. I was honored to lead the work that told the story of this incredible tech, and unveil our 10+ year investment in a way that blew minds...
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“Project Orion” is an augmented reality wearables prototype, blending revolutionary hardware and software into an experience like nothing else.
We showed it off with a presentation in the Connect Keynote (where we helped Mark score some laughs), a reaction film of preiminent tech leaders and creators experiencing Orion for the first time, social posts from Mark, and supporting assets for press and creators to use in their materials.
We showed it off with a presentation in the Connect Keynote (where we helped Mark score some laughs), a reaction film of preiminent tech leaders and creators experiencing Orion for the first time, social posts from Mark, and supporting assets for press and creators to use in their materials.
Of all the blockbuster news at Connect, Orion was the top priority; and on the day of Connect it was the only thing Mark posted about so the news could dominate the internet.
Translating the experience of the 3D augmented reality glasses into 2D films was quite tricky, since they are holographic, spacial, and unlike anything else. Beyond this never being done before, we made the call to take no shortcuts — no green screen fakery or adding things in post that were not what was happening authentically in the glasses. This required deep integration with product teams to create a process for content capture that showcased the product in a technically accurate way, while finding the most visually appealing and dynamic shots.
The team miraculously pulled it off, and I ended up wearing them for 50+ hours, operating the Orion prototypes like a camera on a film shoot. Despite my tired expression, they blew my mind.
The team miraculously pulled it off, and I ended up wearing them for 50+ hours, operating the Orion prototypes like a camera on a film shoot. Despite my tired expression, they blew my mind.
The Orion announcement made a significant impact, resulting in: an all time high $Meta stock price, becoming a new cultural touchstone for Mark and Meta, and even getting a segment on SNL that weekend. With all this momentum, Connect 2024 was regarded as an all time best, where "Mark Zuckerberg seems to have stuck the landing".
Oh, Ryan, indeed : )
Oh, Ryan, indeed : )
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With:
ECD: Andrea Mileskiewicz
Producers: Ali Cotrell, Stephanie Samalis, Nicholas Blair
Editors: Woody Smith, Warner Shaw
Creatives: Dave Adams, Sam Morrison
Program: Andy Bass, Mary Lahey, Jenn Cook
Comms: Liz Kelley, Jeff Sainlar, Daniel Chernault, Reginald Ross, Bruno Nakano, Annie Cassius, Sienna La Rocca, Iska Saric, Tucker Bounds
Featuring: a multitude of product, legal, and cross functional friends
Producers: Ali Cotrell, Stephanie Samalis, Nicholas Blair
Editors: Woody Smith, Warner Shaw
Creatives: Dave Adams, Sam Morrison
Program: Andy Bass, Mary Lahey, Jenn Cook
Comms: Liz Kelley, Jeff Sainlar, Daniel Chernault, Reginald Ross, Bruno Nakano, Annie Cassius, Sienna La Rocca, Iska Saric, Tucker Bounds
Featuring: a multitude of product, legal, and cross functional friends
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Some more work ︎