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Celebrating Facebook Groups, The Best Part Of The Internet™️, with the ✨Facebook Community Awards✨.

To launch the Awards (& get folks to VOTE), we built a massive, integrated, product-marketing experience that tells the story of amazing groups and thier amazing admins. 



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Facebook groups are not happy accidents!

From the world changing to the kinda weird, the greatest groups are built on purpose, by regular people who believe in a vision. These are the real internet heroes, & they deserve some recognition.

(whoa — it rhymes)






This “internet party” vibe was the core creative direction for the entire Facebook Community Summit event, ensuring fluidity and consistency throughout the experience...









For the films, all we did was: take real stories from the admins, dig through mountains of lo-fi UGC, throw in some mixed media weirdness, find some sweet sweet music, play around in edit, and — boom — you’ve got an authentic, people-powered vibe that feels of-the-internet, and looks more like “content” than “ads.”







In addition to the “anthem” film, we made 3 promo films for social that capture a mix of feelings people get from groups, and convey just how rad the nominees are.








📱Within the product voting tool, we shared nominee films (aka “Nom Noms”) for 22 groups and their admins, showcasing what was beautiful, unique, true, quirky, special, emotive, and amazing about each one.






We saw 2.2m views of the broadcast, and had 44K total votes. It was really hard for folks to choose favorites; there’s something to love about each group, and we think it shows.  : ) 

🏆 Watch the Facebook Communities Summit here, or you can watch the fancy case study vid and hear my voice below...







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Made for:


Facebook App (In-house)


My role:


Creative lead: defining strategy, shaping the concept, navigating the process with marketing partners, and collaborating with internal teams and agencies to craft each deliverable.


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With:


Creative: Jesse Coulter, Andrea Mileskiewicz, Garrett Jones, Jose Luis Martinez, John Slater, Daniel Ilic, Chanler Bledsoe, Nicholas San Marzano, Lahn Nguyen, Marian Chiao  
Production: Charlotte Peterson, Lisa Chan, Brandon Romer
Program Management: Andrew Furth, Sabrina Coulston, Pavitra Pothpan

Partners:


Production company: 1st Avenue Machine
Directors: Henri N’ Sebastian
Lead Editor: Jay McConville
Additional Editors: Natalia Loiacono, JoLynn Garnes, Evan Kultangawa, Jonny Vitagliano, and a team of assistants
Design & Animation Studio: Deux Wave
Original music for anthem: The Teenage Diplomat
Mix & Sound Design on Anthem: Lime
Music for Nom Noms: BDS, Antfood, Marmoset, and APM
Mix & Music & Sound Design for Nom Noms: Antfood
Licensing: Salt + Lime, Catch & Release



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PS: Here's some metrics for you nerds:

  • 362 licensed clips of UGC
  • Approx. 184+ total people working on this (81 from Facebook, 103 from vendors)
  • 31 static assets
  • 27 unique film assets (not counting additional versions with multiple aspect ratios, cut downs etc.) 
  • 26 consecutive all day edit sessions via Zoom (a new personal record)
  • 22 cool groups and their admins
  • 8 weeks from concept to launch (should have been 13+)
  • 7 time zones (from a team working across the US, Argentina, the UK, France, & Vietnam)
  • 6 editors
  • 5 music houses
  • 1 best-in-class marketing product integration campaign
  • 0 birb injuries



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Some more work ︎
 © 2023 RWP

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