We let brands switch off while Meta kept working

Meta’s AI tools can drive performance continuously, but many advertisers still don’t fully understand their potential. At the same time, the industry’s “always on” culture has become synonymous with overload. We turned this tension into “Always On. Even when you’re not”, a campaign that demonstrated how Meta’s technology keeps learning and optimizing even when brands step away. Partnering with Letícia Vaz and Thiago Tessmann, we showed in practice that businesses can focus on other priorities while their campaigns keep performing, shifting the perception from constant effort to intelligent efficiency.