In research we found that many people felt all Facebook cared about was the time people spent on the platform, when in reality many of Facebook's features have been designed to foster connection offline. "The Best Part Of Facebook Isn't On Facebook" celebrates the ways Facebook helps people connect in the real world, whether it's as epic as a march planned through Facebook Events, or as casual as a meetup between two friends arranged over Messenger. So, we reached out to real friends, families, groups and event attendants, and featured them throughout the campaign. We captured them coming together with the people they love and others who share the same passions as they do.

A partnership with director Fleur Fortuné and Academy Award winning cinematographer Linus Sandgren helped bring the work to life and capture moments of found humanity when people come together. It was important for the viewer to feel like a part of the groups featured in the film, so where possible the camera was immersed into the environment with them. The cinematographer also looked for moments where camera moves could connect different scenes. In addition, we needed to incorporate Facebook product user interface, and Sandgren's vision helped us make space for product but rightfully kept people as the hero.