The Mill, W+K and Anonymous Content collaborate on Facebook's first brand campaign
Facebook's first-ever brand campaign launched last week on their
platform to celebrate an important milestone: 1 billion monthly
The debut creative is a 90-second brand piece titled "The Things
that Connect Us," created in collaboration with Wieden+Kennedy
Portland, Anonymous Content and filmmaker Alejandro G. Iñárritu,
Joint Editorial and The Mill. This team of agency, production
company and director, editors and VFX studio have worked together
on various projects for the past three years and this was an
exciting project to collaborate on.
"When we got the brief for this, we couldn't wait to get started on
it," said The Mill LA's Head of Production Arielle Davis.
The commercial was shot all over the world, including Portland, Los
Angeles, New Orleans and Buenos Aires and honors the everyday
things people make and use to get together and connect visually
through one stunning set piece after another.
The Mill's breadth of work on this campaign included matte
painting, location augmentation and crowd replication, as well as
bringing all this beautifully shot footage together with a grade
from Mill Colorist Adam Scott.
"The Mill touched every single shot in the spot," said The Mill's
Lead 2D Artist Phil Crowe. "It was crucial to retain the integrity
of Iñárritu's beautiful shots along with the amazing work done by
DoP Greig Fraser. It was such a satisfying project to work on and
we're all really proud of the work."