Meetup · Creative Direction · Small team

Making community visible

Challenge & role

In a world of screens, Meetup's idea, people together in person, had to be seen to feel real.

Through visual language and storytelling, I worked on several projects that helped bring the feeling of IRL to life. For leadership, I storyboarded and directed a concept video that made a new product vision feel real. For New Yorkers, I wrote, art directed, and directed the photography for a subway campaign that showed what being together looks like.

The approach was the same for both: show, don't explain. Overhead photography put people together in bold worlds of color, and every line challenged people to stop talking about it and do it.

Outcome

The video secured internal resourcing and funding. The campaign made the brand feel more relevant and increased sign-ups.