This campaign set out to remind the world that there’s a meaningful story behind every Facebook post.

We paid homage to the familiar Facebook post by deconstructing it, and then used its elements to create a new filmic storytelling language. The result was a way to tell narrative stories purely through the aesthetic of the Facebook platform.

This campaign ran as Facebook video ads on the Facebook platform. Each film reflected the visual language of any static Facebook post, but unexpectedly came to life as film.

Because people use Facebook in so many ways, we wanted our campaign to represent them all. So we told stories ranging from the silly (like going to bed after a long day), to the nostalgic (a 40th wedding anniversary) to the significant (starting a company). We also used the campaign to participate in cultural moments and holidays like Father's Day and U.S. Independence Day.

The campaign was live for 14 weeks in the US and also ran in Canada, Australia, and New Zealand. We released a new film every week in that time frame. The campaign's placement was native to Facebook's Newsfeed. Each execution reflected the visual language of a typical static Facebook post in feed, but unexpectedly came to life through film and animation.

To account for the fact that Facebook users would see the campaign on different operating systems (iOS, Android, and Desktop), we created multiple versions of every film to match each one. So when a user viewed the work on Facebook for Android, our films would closely match the native operating system. The same logic applied to iOS and Desktop versions of Facebook.

All in all, the effort was a huge success becoming Adweek’s most-viewed video campaign of 2015, generating over 295 million views. But more importantly, it reminded people that every single post has a story behind it. And that no matter what your story is, Facebook is a place to share it.