Zara Kok
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Facebook : Uncommon Grounds

Facebook wanted to persuade creative agencies to think Facebook first when it came to creative work, but finding common ground between the two is tough.

Facebook had all sorts of ‘best practices’.

Agencies hate rules.

Facebook felt agencies were just awards-hungry and idealistic.

Agencies saw Facebook as dream-crushers.

So we focused on stuff both sides cared about: Craft and collaboration.

Uncommon Grounds was an olive branch to the creative community - Existing as a film series, it celebrated the possibilities of us putting aside our differences, to create something unique and unexpected. We focused on 3 categories: Literature, Film and Visual Art and paired 2 supposedly ‘opposite’ creative professionals within that field, to collaborate on a piece of work for any Facebook format. The films focused on their collaborative creative process, while their resulting creations lived on various Facebook platforms for everyone to enjoy and reference back to.

Here we see short-form meet long-form, with Orion Carloto, a popular Instagram poet and Mark Brandi, an award-winning novelist.

For this collaboration, we brought their combined prose to life in a vertical animation, hosted on Facebook Stories.

We then saw 16:9 combine with 9:16, with Joseph Patel, an award-winning music video and documentary executive producer partnering with the team at TXT stories, a popular episodic vertical web-series.

Finally, we saw traditional techniques mix with modern methods when Shantell Martin, a British visual artist joined forces with Yoriko Youda, a Japanese graphic artist.

View the vertical film, visual art outcome and official campaign here.