Facebook

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Creator Stories

Our friends at Meta hit us up with an interesting brief: they wanted creators to see Facebook as a place for unexpected possibilities, building community, and growing their business. The challenge was convincing established creators with large audiences to rethink a platform they had basically dismissed. We did this by partnering with seven creators who had found success on Facebook, showcasing their journeys in a social-first way. By letting creators tell their own stories, we bet other creators would see what was possible and become curious enough to give Facebook a shot.

Instead of bringing in a traditional director, we trusted the creators to self-direct and self-film. We built a flexible creative framework, aka a loose script, then gave them the freedom to make it their own. In partnership with the Creative X team at Meta, we led the creative direction, concept, scripting, editing, design, color grading, music supervision, and sound design, shaping each story without taking ownership away from the creators.

That approach demanded flexibility. Creators got sick, schedules shifted, and some footage required reshoots. Midway through pre-production, Facebook shifted the creative direction, moving away from a graphics-heavy approach toward a more editorial style so the films would feel like they were made by creators, not by a traditional production team. To make that happen, we quickly pivoted resources into the edit where the storytelling could have the greatest impact.

The result was a fresh, creator-first campaign that racked up more than 100K combined views. More importantly, the project reinforced something we already believed: creator-led campaigns are strongest when creators feel like authors and owners, not just talent. By designing a production that empowered creators while adapting to the realities of how they work, we helped Facebook tell a story that felt genuine from start to finish.

Check out the full campaign here.

Our friends at Meta hit us up with an interesting brief: they wanted creators to see Facebook as a place for unexpected possibilities, building community, and growing their business. The challenge was convincing established creators with large audiences to rethink a platform they had basically dismissed. We did this by partnering with seven creators who had found success on Facebook, showcasing their journeys in a social-first way. By letting creators tell their own stories, we bet other creators would see what was possible and become curious enough to give Facebook a shot.

Instead of bringing in a traditional director, we trusted the creators to self-direct and self-film. We built a flexible creative framework, aka a loose script, then gave them the freedom to make it their own. In partnership with the Creative X team at Meta, we led the creative direction, concept, scripting, editing, design, color grading, music supervision, and sound design, shaping each story without taking ownership away from the creators.

That approach demanded flexibility. Creators got sick, schedules shifted, and some footage required reshoots. Midway through pre-production, Facebook shifted the creative direction, moving away from a graphics-heavy approach toward a more editorial style so the films would feel like they were made by creators, not by a traditional production team. To make that happen, we quickly pivoted resources into the edit where the storytelling could have the greatest impact.

The result was a fresh, creator-first campaign that racked up more than 100K combined views. More importantly, the project reinforced something we already believed: creator-led campaigns are strongest when creators feel like authors and owners, not just talent. By designing a production that empowered creators while adapting to the realities of how they work, we helped Facebook tell a story that felt genuine from start to finish.

Check out the full campaign here.