At Meta, Prego partners with brands to create platform-first projects. He is obsessed by the culture happening on Instagram and uses AI, data, and the latest tech to solve real business problems. In an era where creativity is the new targeting, he believes that brands can merge creativity, media, and tech to unlock audiences, foster deeper connections, and achieve impactful results.
BMW X5 & X6 LAUNCH
Collaborating with creators to unlock new audiences on Instagram
In partnership with BMW and agencies, we unlocked 46% net new audience on Instagram through a campaign that merged creator generated content, transformed into ads, with optimized vertical TV commercials.
my role: creative strategy, creative direction, photography
creators: @thepacman82, @drexlee
PUTTING THE ORGANIC CONTENT TO WORK FOR PAID
〰️
PUTTING THE ORGANIC CONTENT TO WORK FOR PAID 〰️
MARRIOTT BONVOY
The first ever campaign shot with Rayban Stories
Turning on experimental mode to ship 'This Is My Marriott,' a campaign that documented Sydney's Mardi Gras, captured the community's first-person reactions, and delivered a refreshing lo-fi aesthetic across an ecosystem of assets for Meta platforms.
my role: creative strategy, creative direction
SPOTIFY ONLY YOU 🇮🇩 🇹🇭 🇵🇭
Mega influencers drive people to Spotify in-app experience
We transformed Instagram AR into a multi-choice experience that delivered a unique AR video to celebrate the launch of Spotify Only You for the people on Instagram.
By partnering with influencers, we produced an ad inviting people to go to Spotify to celebrate their unique taste. In typical Southeast Asian fashion, the scale was huge.
20M people reached
1.5M AR impression
4x higher Action Intent than APAC norm
1.5x higher Affinity than APAC norm
my role: creative strategy, creative direction
creators: @awkarin, @marchutavuth, @mimiyuuuh, @bintangemon, @kikysaputrii
Experience on IG
Ads with influencers
NISSAN JUKE 🇬🇧🇫🇷🇪🇸🇳🇱🇩🇪
Delivering record results with an IG first campaign
We influenced Nissan to adopt Instagram's language for a major EMEA launch, yielding 5x higher Ad Recall and 7x Brand Awareness with Instagram-first ads versus traditional vertical TVCs.
my role: creative strategy
SEPHORA
Promoting a range of products direct from the catalog with beautifully crafted dynamic ads
Animations with placeholders allow Meta’s AI to change products automatically to meet audiences’ needs.
my role: creative strategy, creative direction, art direction