I joined the Facebook App content team just days before Los Angeles and other major cities went into lockdown due to COVID-19. Working in an editorial role as an Art Director, my partner and I jumped into action with the rest of the Creative X team to meet the needs of the brand's audience.
One of our larger productions was built around the gratitude and admiration felt towards essential workers during this time. My partner wrote a simple song to frame the brand's message, and we collaborated with a director and a host of animators and musicians, all working remotely from various global cities.
In addition, we created digital postcards for various essential worker groups within the platform, inviting the audience to tag family and friends who were making a difference for others. We then used this user-generated content (UGC) to create response postcards featuring the names of those mentioned workers.
Another meaningful project involved collaborating with a web comic artist to bring unique audience stories from the pandemic to life, using actual comments as the script. This content-as-reward-for-engagement strategy was embraced by the audience.
Facebook App content created at Creative X.
CD: Jan Jaworski, Creatives: J Smith, Florencio Zavala, Producer: Whitney Ferris, Film directed by: Nicholas Menard and Manshen Lo for Nexus Productions, Static Illustrations by: Closer & Closer artists