Meta tells story of East African cyclists to promote metaverse
Facebook’s parent company Meta has released a campaign that shines a light on cyclists and promotes its move into immersive experiences.
It’s the second ad from Meta that specifically highlights the organization’s metaverse push, which it says has the ‘potential to break down barriers universally’.
In ‘Amani’, viewers see 12 young African cyclists who dream about one day competing in the Tour de France. Throughout the film, each of the athletes uses tech to enhance their journey and connect with one another.
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The film was directed by Aus Taylor and Marleauex Desiré of Illimité World, alongside Daniel Wolfe who also produced Meta’s award-winning and Emmy-nominated film ‘Skate Ghana Nation’.
Credits
Agency: Droga5 NY
Creative chairman: David Droga
Chief creative officer: Scott Bell
Executive creative director: Thom Glover
Creative director: Ted Meyer
Creative director: Jason Gold
Senior copywriter: Ben Brown
Senior copywriter: Benjamin Hinamanu
Senior art director: Ben Muckensturm
Executive design director: Nate Scott
Group design director: Mark Yoon
Designer: Kenisha Rullan
Executive producer: Mike Hasinoff
Senior producer: Scotty Schuckies
Producer: Mel Calabro
Associate producer: Matt Mintz
Senior music supervisor: Mike Ladman
Music supervisor: Brandy Ricker
Junior music supervisor: Mara Techam
Director of business affairs: Dan Simonetti
Senior business affairs manager: Ramona Seunath, Jeannie Curcio, Sharee Manning
Senior traffic manager: Wendy Kaplan
Talent manager: May Chee
Chief brand strategy officer: Harry Román-Torres
Group brand strategy director: Diana Gonzalez
Brand strategy director: Anthony Perez
Senior brand strategist: Ellie Frame
Associate brand strategist: Mariel Calara
Group comms strategy director: Jonathan Daly
Comms strategy director: Ashley Branch
Comms strategist: Russell Harris
Chief knowledge officer: Andy Littlewood
Senior data strategist: Sean La’Brooy
Co-head of account management: Jessica Kingsbery
Account director: Gabrielle Barbuto
Account supervisor: Roxy Alberts
Account manager: Caitlin Carr
Group project manager: Christine DiStasio
Client: Meta
Cheief marketing officer: Alex Schultz
Vice president global company marketing: Andrew Stirk
Director, Meta marketing: Vivienne Walsh
Vice-president marketing insights: Rick Malins
Head of creative: Tom Markham
Brand marketing director: Jasmine Summerset-Karcie
Brand marketing manager: Lauren Kyriacou, Reid Prichard, Katie Secrest, Maggie Petros
Brand strategy director: Amber Higgins
Brand strategist: Ally Chapman
Brand marketing insights: Nikki Rand
Director of program management: Jenn Cook
Head of design: Zach Stubenvoll
Creative director, design: Maria Wan
Production strategist: Julian Katz
Brand communications: Monica Ma
Director of strategic media planning: Radhika Narang
Strategic media planning: Danielle Nichols, Nick Mejia
Production company: Love Song
Director: IllimitéWorld
Partner/executive producer: Daniel Wolfe
Director of photography: Diego Garcia, Shawn Peters
Managing partner/executive producer: Kelly Bayett
Executive producer: Deannie O’Neil
Head of production: Paige Kauffman
Producer: Leah Donnenberg
1st assistant director: Alejandro Ramia, Kristina Ilyina
Stylist: Bee Diamondhead
Producer designer: Andrew Clark
Directors’ assistant: Louis McCourt, Ja’Lisa Arnold, Ellen Nielsen
Production service company (Kenya): Blue Sky Films
Executive producer: Hemal Shah
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