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The Things That Connect Us

Summary

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 active users.

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."

Credits

Agency

  • Agency: Wieden + Kennedy, Portland, Ore.
  • Creative Directors: Karl Lieberman, Danielle Flagg, Eric Baldwin
    Copywriter: Erin Swanson
    Art Director: Brad Trost
    Executive Producer: Matt Hunnicutt
    Account Team: John Rowe, Leah Bone, Maggie Entwistle
    Executive Creative Directors: Mark Fitzloff, Susan Hoffman
    Head of Production: Ben Grylewicz
    Interactive Creative Director: Dan Hon
    Business Manager: Amber Lavender
    Project Manager: Lauren Walker

Production

  • Production Company: Anonymous Content
  • Director: Alejandro G. Iñárritu
  • Executive Producer: Eric Stern
  • Director of Photography: Greig Fraser
  • Line Producer: John Benet
    First Assistant Director: Peter Kohn
    Production Designer: Jeremy Hindle
    Costume Designer: Erin Benach
    Production Supervisor: Laura Miller

    EDITORIAL

    Editing Company: Joint
    Lead Editor: Peter Wiedensmith
    Co-Editor: Kelly Brickner
    Assistant Editor: Alyssa Coates
    Second Assistant Editors: J.B. Jacobs, Eric Hill
    Audio Engineer, Mixer: Charlie Keating
    Post Producer: Shelli Jury
    Associate Post Producer: Lauren Pullano
    Post Executive Producer: Patty Brebner
    Research: Catherine Liu, Zoe Hoeltzel, Matt Hayes, Montea Robinson
    Finish Mastering: David Jahns

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Visual Effects Shoot Supervisors: Phil Crowe, Hitesh Patel
    Lead Flame Artists: Phil Crowe, Glyn Tebbutt
    Flare Artists: Robert Murdoch, Steve Cokonis
    Nuke Artists: Becky Porter, Jake Maymudes
    Computer Graphics Lead: Matt Longwell
    Digital Matte Painter: Andy Wheater
    Lead Telecine Artist: Adam Scott
    Visual Effects Producer: Christina Thompson
    Visual Effects Executive Producer: Sue Troyan
    Telecine Producer: LaRue Anderson
    Visual Effects Coordinator Radiance: Salem

    MUSIC

    Music: Explosions in the Sky
    Music Executive Producer: Sara Matarazzo
    Music Company: Search Party Music

project information

Director:

Alejandro G. Iñárritu

Agency:

Wieden + Kennedy, Portland, Ore.

Production Company:

Anonymous Content

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