EVELYN SUN
Hi, I'm Evelyn Sun! As a Creative Director at Meta, I led a wide range of initiatives for both Messenger and Instagram, from Creative Strategy, Art Direction, Augmented Reality, Generative AI, to Campaigns, with over 12 years of experience, I blend UX Design and In-Product Creative with business viability and technical feasibility to create immersive social products for both consumer and creator ecosystem.
My work merges Creative Direction and Product Design, driving product innovation through emerging creative approaches. Beyond design, I’m passionate about shaping innovative experiences, fostering strong teams and cultures, and continuously learning and exploring cutting-edge technologies.
ART DIRECTION
2019- 2022
User-Generated AR Effect Platform
We developed 0 - to - 1 user generated AR Effects and Capabilities that allow people to create, hangout and social in real time video-calls for both Instagram and Messenger. My main responsibilities including:
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- Hands-On Art Direction for
1st-party AR effects and product demos
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- Design, propose and drive new emerging creative experiences to enhance real-time social interactions
- Unlock new AR capabilities and APIs that empower 3rd-party creators to drive product growth
Real-Time AR Effects in Video Call
Credits:
Creative & Art Director: Evelyn Sun
Design Lead: Tina Lei
Technical Artist: Alex Guillard
MACHINE LEARNING AR PROTOTYPE
Since my second year at Meta, I've led the Machine Learning AR Initiative for Messenger & Instagram Video Calls, driving the brainstorming, research, pitching, and development of Metaverse prototypes, including the implementation of cutting-edge real-time techniques and generative AI
2021-2022
Machine Learning AR Exploration
SHAPED FRIENDS
Inspired by the user research, I have led my team crafted design demos that reflect the possibilities to solve user needs through the lens of Machine Learning, mostly achievable with current ML depth sensing tech and capabilities
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SMART BACKGROUD REPLACEMENT
METAVERSE OUTFIT
Credits:
Creative Director: Evelyn Sun
Art Director: Blake Fawley
Technical Artist: Tom Banker
PRODUCT CREATIVE
2022-2023
Avatar Social in
Messaging & Video Call
During my third year at Meta, I've had the opportunity to lead the entire Avatar Product Creative Team at Messenger, driving design sprints, creative roadmaps, strategies, user researches and identifying new product use-cases for Avatar social communication in both chat messaging and real-time video calls.
I was responsible for the end-to-end, holistic product creative experience, encompassing UX Design (Creative Innovation), Avatar Aesthetic Quality, and Real-Time Performance Optimization, from vision to execution​
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Credits:
Creative Director: Evelyn Sun
Art Director: Blake Fawley, Clay Weishaar
Product Designer: Sally Kim
Technical Artist: Mike Bourbeau, Neo Li, Yushan Yin, Yimin Zhang
AI TRAINING
2022 - 2023
Avatar Deep Expression Tracker
I collaborated closely with product and engineering teams to develop a new Generative AI Expression Tracker that allows Avatar to mimic user's facial expressions in real-time
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I own the Avatar Animation Retargeting and Machine Learning Model Ground Truth (High-Quality Datasets for Training & Evaluation), uniting 12+ cross- functional teams together to address complex challenges and played a crucial role in improving the generative AI model quality as well as overall visual design quality​​
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Credits:
Creative Director: Evelyn Sun
Art Director: Blake Fawley
Technical Artist: Mike Bourbeau, Yushan Yin, Yimin Zhang, Tom Banker
CROSS-PRODUCT CAMPAIGN
2020- 2021
I also led and art directed numerous strategically critical, large-scale campaigns that improved top-line user sentiment, engagement, and led to positive press mentions​​​​​​
CHAT THEME
AR EFFECT
360 BACKGROUND
STICKERS
Messenger Halloween 2021 Cross -Product Campaign
In October 2021, we invited users to party on another planet for a fun and unique Halloween experience! Each week throughout the month of October, we unfold a different themed Halloween planet with our Chat Themes, AR Effects, 360 Backgrounds and Stickers in Messenger.
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Credits:
Campaign Lead: Evelyn Sun
Creative & Art Direction: Evelyn Sun
AR Effects: Evelyn Sun
Stickers: Jennifer Talesfore
Chat Theme: Janya Solanet
360 Background: Emmett Dzieza
Technical Artist: Mike Bourbeau
Content Design: Alex Ward