Clim Studio collaborated with powerhouse production company Hornet to develop this design driven campaign and tool kit for Facebook’s new “Major Life Events” tool.
Have you ever wanted to share a momentous occasion with your community, but did not have quite the right photo to accompany it? This was the driving force for Facebook to realize the Major Life Event (MLE) tool and why they came to us to establish a new visual language, to help members engage with their friends and family on the platform.
After developing the 30 animations for the main categories and subcategories we were asked to develop 10 different loops.
The ones in this very particular category needed to be different than the rest in order to be more expressive and emotional. With the Facebook team we worked closely to define a range of styles for a range of different sentiments.
An animated graphic library to be used by the platform’s users.
Provided with 40 different categories (30 MLEs plus 10 based on emotions like gratitude or grief) Clim directed a team of designers and animators to create a series of emotionally charged and relatable GIFs, beautifully crafted to help communicate the moments in your life that mean something.
The nature of the project and having in mind where those loops needed to be (in the user’s feed) demanded us to pay close attention to the amount and style of animation.
Subtle but not boring, calm but detailed and with hidden gems to spend time to look at if we feel like it. Endless loops that feel alive but that don’t take on too much of our attention. A fine balance between the static and the moving.
DIRECTED BY – Clim
CO-DIRECTED BY – Nicolo Bianchino
CLIENT – Facebook
PRODUCED BY – Hornet
EP – Hana Shimizu
HEAD OF PRODUCTION – Sang-Jin Bae
DEVELOPMENT PRODUCER – Kristin Labriola
SR PRODUCER – Cathy Kwan
ASSOCIATE PRODUCER – Claudia Gaspar
EDITOR– Stephanie Andreou
PRODUCTION COORDINATOR – Riley Spencer
CONCEPT ARTISTS – Clim, Nicolo Bianchino, Chris DeLorenzo, Stephen Kelleher, Pete McDonald, Dan Savage, Cari Vander Yacht
DESIGNERS – Clim, Nicolo Bianchino, Stephen Kelleher, Pete McDonald, Dan Savage, Moree Wu
AE ANIMATORS– Nicolo Bianchino, Edgar Ferrer, Peter Harp, Deekay Kwon, Jõao Lucas, Austin Roberts CEL ANIMATORS – Hyo Bin Kang, Tyler DiBiasio, Krystal Downs
DESIGN & AE INTERNS – Ella Dobson, Seongjin Yoon