Unveiling Llama on the centre stage.

We helped bring Llama, Meta’s open-source large language model (LLM), to its first major stage via LlamaCon 2025, the inaugural keynote event that introduced Llama to the world.

Designing for LlamaCon meant working closely with Meta to give concrete form to something inherently intangible: an evolving, invisible intelligence powering a rapidly expanding range of AI tools and experiences. The challenge was to make this complexity feel accessible and inspiring, grounding advanced technology in a presence that could speak to an unusually wide set of audiences, from developers and entrepreneurs to policymakers and global institutions. At the same time, it had to be unmistakably Meta.

From digital environments to live activations, we developed a scalable visual language for LlamaCon that conveyed clarity, confidence and Meta's distinctive personality. The event, experienced live by 30,000 people while generating 19 million impressions, established a foundation for how future conferences and activations can unfold across platforms, contexts, and conversations, setting the tone for one of Meta's most ambitious initiatives.