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Facebook 'The Things That Connect Us'



Social media sites first-ever commercial

Facebook 'The Things That Connect Us'


New York/Portland, OR-based Search Party Music partnered with the much-admired masters of atmosphere, Texas-based band Explosions In the Sky, to produce music for Facebook’s first-ever commercial, the :90 “The Things That Connect Us,” for web and broadcast out of Wieden + Kennedy, Portland, OR.  Directed by Mexican filmmaker Alejandro Gonzalez Inarritu (Amores Perros, Babel), the spot debuts as Facebook reaches a milestone: an active user base of one billion.     
Click HERE to view the spot.
To compliment Iñárritu’s highly cinematic approach to the project, Wieden + Kennedy brought Search Party Music onboard to leverage their extensive music supervision experience, bringing an equally vivid sonic element to the spot.  Search Party Music Executive Producer Sara Matarazzo worked closely with Iñárritu and the agency to select a band that would deliver something more modern than the traditional orchestral score.  Explosions In the Sky was a natural fit, well known for their guitar-based harmonics and textured soundscapes.  Notes Matarazzo, “It was an amazing experience working on a project with incredibly smooth collaboration among this group of highly talented and seasoned individuals.” 
“The Things That Connect Us” opens on a solitary red chair floating in a forest.  Next we see a series of seated individuals: an old man, a young man, kids playing with a chair in the middle of the neighborhood street.  The music begins, accompanied by a deliberate, female voiceover, “Chairs.  Chairs are made so that people can sit down and take a break.  Anyone can sit on a chair.  Anyone can sit in a chair and if the chair’s large enough, they can sit down together.  And tell jokes or make up stories or just listen.”  We see interpretive dancers, children, people across the globe settled in seats.  The voiceover continues, “Chairs are for people and that is why chairs are like Facebook.”  Next we see other inanimate objects: doorbells, airplanes, bridges.  “These are things people use to get together so they can open up and connect about ideas and music and other things that people share,” she says.  Then we see other artfully depicted things and activities: dance floors, basketball, a great nation.  She continues, “A great nation is something that people build so they can have a place where they belong.  The universe: it is vast and dark and makes us wonder if we are alone.  So maybe the reason we make all of these things is to remind ourselves that we are not.”  We see a couple delicately holding one another’s hand and we cut to the Facebook logo, closing out the spot.   
Client: Facebook
Title: “The Things That Connect Us” :90
Post date: currently online
Agency: Wieden + Kennedy, Portland, OR
Creative Directors: Karl Lieberman, Danielle Flagg, Eric Baldwin
Copywriter: Eric 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 Company: Anonymous Content
Director: Alejandro G. Iñárritu
Executive Producer: Eric Stern
Line Producer: John Benet
Director of Photography: Greig Fraser
First Assistant Director: Peter Kohn
Production Designer: Jeremy Hindle
Costume Designer: Erin Benach
Production Supervisor: Laura Miller
Editorial: Joint
Lead Editor: Peter Wiedensmith
Co-Editor: Kelly Brickner
Assistant Editor: Alyssa Coates
Sound 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
VFX: The Mill
VFX Shoot Supervisors: Phil Crowe, Hitesh Patel
Lead Flame Artists: Phil Crowe, Glyn Tebbutt
Flame 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
VFX Producer: Christina Thompson
VFX Executive Producer: Sue Troyan
Telecine Producer: LaRue Anderson
VFX Coordinator Radiance: Salem
Music Company: Search Party Music, Portland/New York
Music: Explosions in the Sky
Music Executive Producer: Sara Matarazzo
view more - Creative
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