power tools

Deliverables:
Edit, Motion Design

Client:
Meta

Medium:
Digital, Broadcast

Tools:
Figma, Premiere, After Effects

What it needed: Communicate parental controls with warmth and clarity

What I did: Built a restrained type-forward system, curated imagery for trust, and kept hierarchy clean to reduce noise and land the message fast.

“Power Tools” for Meta is a broadcast advert that highlights its efforts to provide guardians an enhanced suite of Parental Control tools for minors using Facebook.

Kinetic type drives the eye and curated imagery signals intent and warmth. The conscious limiting of on-screen elements ensures visual hierarchy is maintained. Keeping the separation between background (footage) and foreground (kinetic type) means complex messaging can be delivered while minimizing cognitive load. Noise is minimized. The message is clear.

I worked alone to source the footage, edit it, and develop the style and tone in direct collaboration with Meta. Copywriting, Audio & Color finishing was done by third party. This commercial was part of a $20MM ad buy and included broadcast, and digital distribution. Here is the ad in the wild: