The program began with paper craft and stop motion animation.
Holiday Cards, 2016
Pride (left) and International Day of Peace (right), 2017
We started introducing digital illustration and new animation techniques throughout 2017. As our product toolkit expanded and our ability to bring in user-generated content became possible, we always hoped to make these carefully-crafted experiences more meaningful for people.
And built community both internally and externally.
Solar Eclipse, 2017
We looked for opportunities to collaborate with partners, such as NASA (like above for “the most important astronomical event in the social media era”) or the United Nations, to enrich the creative content as well.
Diwali (left) and International Day of the Girl (right), 2017
Winter Olympics, 2018
Lunar New Year (left), Mother's Day (middle), and Carnival (right)
We continued to improve relevance with accurate cultural details and played with the white space of the unit itself for a more integrated look.
This new illustration system, designed in collaboration with Buck, has been driving consistency for the Facebook brand.
Moving away from paper has allowed us to convey tough concepts through a more flexible craft, bring robust animation into our visual language, and strengthen emotional engagement with Facebook.