Project:

Facebook

'The New Facebook.com Launch'

Type:

Live Action

When Facebook reached out to us to help concept the unveiling of the biggest Facebook.com relaunch in 10 years, we jumped at the chance to collaborate. Right from the start, the open nature of the brief was particularly appealing, and it allowed us to fully embrace our diverse team of in-house artists and technicians to bring this compelling and heartwarming film to life.

The creative journey began with us presenting several preliminary concepts, each focusing on the community and Facebook's dynamic ability to bring people together. From there, we homed in on one idea, that we felt truly reflected the core of the Facebook experience, and wrote the script that moved into production.

Authenticity and the power of community were prominent themes throughout the development process, so we knew that in order to create a unique experience, we needed a genuine approach. Using rehearsals and improv exercises, we were able to build chemistry between our cast of characters and form relationships before our shoot. We scouted a gorgeous turn of the century theater and draped it in soft, cinematic lighting to breathe life into the set. The process was magical; each step motivated by creating situations that would inspire authentic moments. In the end, we truly did make friends, bring a community together, and use Facebook to accomplish it all.

Credits

  • Brand Partner: Scholar

  • Concept & Direction: William Campbell & Michael Tavarez


  • Copywriters: William Campbell, Mike Tavarez & Antonio Hardy

  • Managing Director: Jo Arghiris 


  • Executive Producer: Kirsten Noll

  • Head of Production: Tyler Locke


  • Sr Producer: Antonio Hardy

  • Line Producer: Ben Murphy

  • DP: Ernesto Lomeli

  • Production Designer: Sara Kugelmass

  • Designers: Jina Kwon, Madison Ellis

  • 2D Animators: Sam Button, Sam Bachman, Henry Pak, Lauren Tom

  • Compositor: Eric Almeras

  • Flame Artist:  Matt Lavoy

  • Storyboards: Gordan Klijucec

 

  • Editorial: Scholar

  • Editor: Jason Webb

  • Assistant Editor:  Dominic Strazulo

 

  • Telecine: The Mill

  • Colorist: Adam Scott

 

  • Mix & Sound Design: In House Music + Sound

  • Mix & Sound Designer:  Christopher Wray

 

  • Music: Jason Webb

  • Track Name:  “Lights Up”

 

  • Client: Facebook 


  • Product Marketing: Gauri Pendse, Jenn Lim

  • Product Design: Dan Lebowitz, Rouja Pakiman, Sarah Han


  • Content Strategy: Alyson Strike

  • 
Brand: John Slater


  • Creative: Sue Anderson


  • Visual Systems: Andrew Johnson, Will Seyffur

In our latest tale for Facebook, an eclectic crew utilizes the new Facebook to try to revitalize their community theatre. They are overwhelmed and the task seems too big to achieve. Employing all of Facebook’s resources they pull it off and it is a huge success.

“The Facebook experience, told through a desktop lens, wrapped in a cinematic journey.”

“Scholar’s creative team used every ounce of their creative power to craft moments on screen that inspire a sense of belonging.”

Process

“Through the use of authentic performances and striking visuals we sought to convey how Facebook makes it easier, simpler, and faster to connect to a bigger community without compromising our individuality.”

"The process was magical; each step motivated by creating situations that would inspire authentic moments. In the end, we truly did make friends, bring a community together, and use Facebook to accomplish it all."