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Meta's We The Culture

Meta, also known as Facebook is one of the leading tech companies in the world. In 2020, Meta partnered with Creative Theory Agency, a black-led ad agency in DC to develop a black creator ambassador program that would amplify the next generation of black creative voices and uplift black culture at large. We worked with Creative Theory to execute a year’s worth of programming and engagement amongst this cohort of creatives.


Experiential, Digital Design, Print Publication


Meta/Facebook, in partnership with Creative Theory Agency




Collaborating on We The Culture was exciting, yet challenging because it was one of the first programs of its kind with Meta. With the help of the team at Creative Theory Agency, each moment with the creators felt intentional and thoughtful – through unique programming, activating and frequent gifting moments, we were able to create a memorable experience that only grew public interest into the program.


"we love to see it"

To close out the We The Culture program after its first year, we created a coffee table book to recap the year. These books were designed using primarily user-generated content to feature and highlight them all – inspired by the abundance of black creativity and talents, we decided to maintain a highly-designed, editorial aesthetic for the book. The creative team’s goal was to gift the creators with a long-lasting piece that would represent their time spent in this program.
View the full book online HERE.


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