The Solution
Organic placement of the product wasn’t just a narrative necessity. We also had to make sure it fit into the visuals, as well. UI elements were broken up and designed into the environment, visually introducing characters and showcasing the power these platforms have to bring people together.
Meta had a strong desire to tell this story inclusively, both on screen and behind the scenes. Our diverse team focused on getting the details right, so that we portrayed para-athletes both with authenticity and respect. We were intentional in every stage of production to make sure we correctly visualized how a para-athlete would swim or how a uniform would fit with prosthetics.
We had to be just as methodical with our process. Separate deliverables were needed for both Instagram and Facebook, and each piece of creative needed to reflect that brand’s visual identity. We developed a system that allowed us to swap out the color palettes and UI components, enableing us to produce a vast set of deliverables quickly.
In 15 weeks, we shipped two hero :60s, with a variety of cutdowns for each. We also collaborated heavily with Meta’s production team to build a tailored toolkit of project files. This allowed them to build their own static and motion assets or translate the creative into 32 languages.
Through intentional design, we helped Meta celebrate these athletes genuinely, intertwining the brand into the story.
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