Our goal was to represent the feeling of what it’s like to be in the groups, so we only used UGC sourced from within the groups. This makes the work as authentic, lo-fi, & internety as possible.

We made a ‘Hero film’ for each group featured, and we strove to make these films as stupid-simple as possible, boiling down the group to a singular emotion or idea.

There were no narratives, no exposition, no story structure, no supers, and no plot. Just ingredients collected from the group, a montage edit structure, internety production, the group name up the whole time, and strong use of music & audio.

Sometimes we do “takeovers” that extend the group campaign across all our channels. These can take any forms — static posts, interactive stories, cover photos, gifs, & prewritten responses for community moderation, etc.

This is an ongoing, long term program, with 30 “hero” films so far, and more coming out each month across the multiverse. 🤙

︎  

Made for:

Facebook App (In-house)

My role:

Creative lead: Shape overall concept and execution, define and scale design and storytelling systems, and continue refinement over time

With:

Production: Molly Fleet, Scott Pierce
Program Management: Rachel Greenlee, Kim Withee, Haley Mazza

Some more work ︎