Throughout the pandemic, we all felt disconnected from our friends. But closeness isn’t where we are; it’s what we feel.

Under the banner of “That Close,” Messenger brand celebrates how connecting with a friend can pull you closer to them, no matter where you are. In different vignettes, we showed how the loneliness of life’s routines could be briefly punctured by the joy of a simple connection with a close friend via Messenger’s Watch Together feature.

Partnering with filmmaker and artist Daniel Askill, we crafted a series of short films that brought the emotional tug of close friendship to life. Combining visual effects with massive practical set builds, we employed an operatic floating effect that simulated the magnetic force of true friendship.

Our efforts served the Messenger brand as more than an app, but a place where the experience of friendship can be expressed in its most authentic form.