MetaTeam Amani
A film following East African cyclists and imagining how future technologies could bring a global community closer together.
Role: Creative Director
Year: 2022
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Team Amani’s story made Meta’s vision of digital connection tangible. Filmed across Kenya, Uganda, and South Africa with Alexa, Super 8, and even Fisher-Price cameras, the campaign blended documentary intimacy with imagined possibilities for how technology could expand access and opportunity.
The story of Team Amani
To capture Team Amani’s journey, we filmed across Kenya, Uganda, and South Africa. From Alexa cameras to Super 8 and Fisher-Price cameras, the mix of formats reflected the team’s story.
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Working with the innovative directing duo ILLIMITEWORLD and executive producer Daniel Wolfe, we crafted a narrative that seamlessly blended documentary-style footage with striking visualizations of the Metaverse's potential.
The resulting film not only showcases the current impact of Meta's platforms but also provides a compelling vision of how the Metaverse could further level the playing field for athletes like Team Amani. By focusing on real athletes and their aspirations, we made the complex concept of the Metaverse tangible and relatable to a broad audience. This campaign stands as a powerful example of how authentic storytelling can bring to life technological concepts, illustrating the potential for innovation to create a more connected and opportunity-rich world.
Credits
Agency: Droga5 × Meta
Directors: IllimitéWorld
Chief Creative Officers: Tim Gordon, Scott Bell
Executive Creative Director: Thom Glover
Creative Directors: Ted Meyer, Jason Gold
Senior Creatives: Ben Brown, Ben Muckensturm
Producers: Mike Hasinoff, Scotty Shuckies
Recognition
Muse by Clio, Little Black Book, Shoot, The Drum, AdAge, Adweek, Vimeo Staff Pick, Cycling Tips