Role: Associate Creative Director

Agency: Cogs & Marvel | Client: Meta

Facebook Gaming wanted to reinvent the traditional webinar format and overcome audience fatigue among its EMEA partners. Rather than asking attendees to simply watch another presentation, we transformed the event into a retro-inspired digital adventure.

I developed the creative concept and user journey, structuring the experience as a series of interactive levels that encouraged exploration, progression and participation. The experience was guided by a custom avatar based on the event's live host, creating a seamless connection between the interactive platform and the live broadcast while reinforcing a consistent narrative throughout. I led the creative execution across motion, interface design and event content, creating a cohesive experience from registration through to the live event itself.

An integrated engagement system spanning registration, gated access, avatar customisation and reward mechanics transformed a traditional webinar into an interactive experience that rewarded curiosity and sustained engagement throughout.