When people think of Facebook gaming, they think of their Aunt Judy sending them updates about FarmVille. They don’t think of the live streams, fan groups, industry journalism, and huge instant games library that make Facebook the largest online hub for gaming culture.

Facebook asked us to make a :60 brand manifesto film using existing gaming convention footage to explain the heart and soul of their product to consumers at E3 and on-platform.

We didn’t do that.

Instead, we made a series of :15 interludes that quickly interrupted screens with a short burst of content. These spots showed the emotional benefit of the experience, rather than trying to explain it.

Our on-platform content outperformed expectations and passed the target KPI metric by 61%. This was the largest lift the product had seen from a creative campaign.