AdAge Best Ad of 2025

During the 2025 holiday season, we relaunched Facebook's brand presence for the first time in four years with “A little connection goes a long way,” where I led digital ads with Meta's Creative X, in product integration, and activations.

The on-platform films told real stories of how Facebook products create genuine moments of connection — not just online, but in real life — reaching the young adult audience Facebook was focused on re-engaging and driving outsized engagement.

The broader campaign, developed with Droga5, launched around Thanksgiving with a hero film capturing the ritual of reconnecting with hometown friends and another film around Christmas. The films ran across linear TV, OTT, cinema, social, and podcast.

Amplifying the campaign further, we launched Facebook’s first Film Festival, in partnership with the Roxy Cinema in NYC, featuring holiday movies. Prior to each film screening, audiences enjoyed viewing Facebook's holiday short film, “Secret Santa.” The event prioritized fostering meaningful connections, transforming online audience into an in-person community, bringing people together to celebrate the holiday season.

In product, we launched a bespoke experience on Facebook Marketplace, the “Holiday Shop,” where I led the Creator collections, driving a more social and collaborative shopping experience while highlighting the categories will most interest Gen Z shoppers during this holiday season.

PRESS

AdAge, Facebook reintroduces itself with its first brand campaign in 4 years

LIA, Facebook Reminds You of Its Magic in 'Secret Santa' Spot

CSA Facebook showcases creators in Gen Z-focused Marketplace holiday shop