Cannes Lions

Facing Facts

FACEBOOK CREATIVE X, Menlo park / FACEBOOK / 2019

Film

Overview

Entries

Credits

Overview

Background

Today, many people -- from policymakers and journalists to the general public -- worry that “the most powerful tool for connection in human history” is actually harmful to society. This story responds to these concerns by diving deep into Facebook’s approach to fighting misinformation, the central role of its evolving algorithm in reducing harmful content, and its commitment to the long-term challenge.

Execution

By bringing cameras into Facebook headquarters, our director gives people an unprecedented look behind the curtain at the complex operations of the world's largest social network. Interviews show real employees having honest, direct conversations about the scrutiny they’re under and the challenges they face.

The third-party director had unrestricted access to meet with scores of researchers, product managers and engineers as part of his research, diving into complicated technical topics like ranking algorithms. To tell a compelling story, the director had to distill and weave together technical details, real-world examples, internal employee interviews and objective external footage to develop a narrative that was relatable and digestible without sacrificing depth or completeness.

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