The little pup that went viral

Making the launch video for one of Facebook’s biggest new features: Reactions.

Working with Facebook’s creative team The Factory, our brief was to make an animated promotional film to capture the attention of Facebook's worldwide audience, and demonstrate clearly how the new Reactions feature can be used – with a few gags sprinkled on top.

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Set to be embedded into official Facebook press releases and adverts to publicise the launch, the video was aimed at users of the social media platform across the board, so it needed to appeal to all ages, cultures and nations. We were tasked with designing a character that was abstract yet relatable, with the capacity to explore a whole range of emotions. The film also had to demonstrate an Android/mobile-orientated user interface, and show the full range of Reactions in action.

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After a fantastic creative journey together with The Factory at Facebook, we arrived at this bouncy little dog-like pet, eager to throw a ball around. We joined forces with Boto House for the live-action shoot and Antfood for the sound design. This video was shared on Facebook's own page and attracted a whopping 27 million views in its first week, claiming the number two spot in the viral video chart!

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