Documenting growth & staying agile for a global tech summit.
Client name:Meta Reality Labs
Central idea: Making the familiar feel new, and the new feel within reach.
I had my hand in:
Run-and-gun interviewing
Brand storytelling
This was one of my favorite projects to date, and that’s not just because it was in Las Vegas. It’s because these are the projects they don’t tell you about in the proverbial copywriting handbook. Such a run-and-gun process was brand new to me! It was all about thinking on our feet, coordinating with clients/attendees, and capturing the event’s vibe (immaculate).
First to arrive, last to leave
The ask was to document a three-day global sales summit for Meta Reality Labs. Every day, our team was tasked with filming the day’s sessions and events, interviewing guest speakers and attendees, and turning around completed videos overnight, debuting them to attendees the next morning.
Though the videos were for internal purposes only, they were no less important in galvanizing the Reality Labs sales team and spotlighting their past, current, and future growth. When I really think about it, it was as if our team was there to be the sales team’s hype crew. That’s a role I slot into perfectly.
Asking around
As the sole copywriter at the shoot, I spent my days with my videographer observing the guests and attendees, then choosing subjects for short, spontaneous interviews. Through the weekend, it was a solid reminder how copywriters cannot only be writers. We must also be able to flex, to get off the page and participate in IRL brand activation – like asking the right questions to capture soundbites, meaningful reflection, and excitement around the brand.
In the end, my team and I were “outsiders” to the Reality Labs sales team. Still, taking part in the conference in our own way was deeply humbling! More than anything else, I got to see old friends reconnecting, colleagues reignite their passion for the industry, and people rally behind one another in a way only humans can do.
And did I mention I got to wear a cool official headset and carry around a microphone?
