😮 Not all groups are created equal. Special Facebook groups deserve a spotlight, so we developed an ongoing “Trending on Facebook” program to celebrate these amazing groups, and make it clear that Facebook is THE place for entertainment, cultural relevance, and fun. 


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.

😱️ They pretty much always get weird...

🙌 And finally, the amazing group that started it all...

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



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


Initial Edit: Matt Posey @ PS260
Addl. Edits: Even Odd, Laundry Service 
Music: APM, Marmoset 
Casting: Salt & Lime, Human Kind
Trend Research: Sparks and Honey


Some more work ︎
 © 2024 RWP