META ‘We The Culture’

#WeTheCulture is a dedicated space to celebrate Black creators. I was contracted out to edit videos for all WTC social media platforms and creative directed various content focused videos for creators like Reggie Beacton and Amorphous. In working alongside Meta’s Content Partnerships team, our small team of four at Slug Global provided support to Meta with the production of creative concepts we pitched that reached 12.5M+ views online.

Facebook (Meta) sought Slug’s expertise to to develop and produce Meta’s We The Culture (“WTC”) initiative for Get Into, Culture Journals, Mic On, Creator Spotlight, Culture Con, Meta House, Flex Naija and Afro Punk. During this, I co-led creative video capture concepts for cross-platform digital campaigns, like Flex Naija. We also used emerging tech integration, including high-profile products like Meta AI Ray‑Bans.

Across assets, the re-branded campaign resulted in an average of 20M Impressions, 7M+ video views across Facebook and Instagram.

We The Culture is a creator program and community dedicated to empowering and celebrating Black creators. It works on amplifying, recognizing, championing and investing in culture-shaping creators by providing tools, resources, and training to nourish a thriving ecosystem of Black creators.