To celebrate reaching 2 billion users, Facebook worked with Nexus Studios to mark the milestone with ‘Good Adds Up’, a personalised animated film which thanks users for being part of the community, for sharing moments and more.

Directed by Johnny Kelly, a team of in-house animators and compositors brought life to the characters who come together to do amazing things, guiding you through your own film that’s populated by your photo moments as shared on Facebook. The campaign kicks off with the central idea of ‘Good Adds Up’ and Johnny’s initial idea sprung from that.

Kelly explains the challenges of an audience of 2 billion: “we had to invent a set characters that didn’t feel overly-specific to one country or another. But that’s the nice thing about animation; weirdly it’s easier to identify with a character if he’s a little abstracted, than one that is figurative and realistic.”