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Abbas Fatullayev

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Leo Burnett Brings “Pictures” Film to Life for the Launch of Messenger Rooms

The energetic work is part of the agency’s first campaign, “See You Here,” in partnership with Creative X for Facebook’s Messenger Rooms—its new video chat platform.

Candid, spontaneous, fun—the launch campaign for Messenger Rooms is designed to connect people with the ones who matter most, just like the platform itself.

“See You Here” is Leo Burnett’s first major campaign for Messenger, developed in partnership with Facebook’s Creative X team. For the campaign’s off-platform debut, Leo Burnett conceived and created the short film, “Pictures”—drawing inspiration from people’s real-life experiences to showcase the real-life benefits of the new video chat platform.

From birthday parties and pickup basketball games, to workout sessions and online dance parties, the spot shows how any family or friend group can turn a memory into a new moment—transforming candid pictures into full-scale, lively experiences as people emerge from photos and appear in Messenger Rooms, ready to be together.

“The beauty of Rooms is that it’s about close people and close relationships, not work,” said EVP/ECD Adriano Matos. “It’s that sense of intimacy and emotional bonds that we wanted to create with the film.”

Adding to the heartfelt sentiment of the commercial spots are the groups of people who bring the platform to life. One of most touching moments of filming came when a group gathered to celebrate the wedding anniversary of friends—only to find the wife reveal that she is pregnant with their second child.

Leo Burnett led development of all off-platform work for TV and digital, in sync with Messenger Creative X’s on-platform work.

The film’s production is a story in itself. In collaboration with production company Partizan, the work came together entirely remotely, from pre-production through to final product. The shoot took place over six days as Michel Gondry, known for his work on “Eternal Sunshine of the Spotless Mind,” directed 48 talent members spread across the U.S., with Olivier Gondry serving as VFX post-production lead to create the magical transitions.

The joy and authenticity of the commercial is amplified by the choice of song, “All Together Now” by The Beatles—reimagined by one of the greatest vocal powerhouses of our time. With an iconic song created by today’s most iconic artist, the commercial draws people into participation together.

“See You Here” truly embodies the experience of Messenger Rooms and the kind of closeness friends and families can find there, no matter where they are.

“A masterclass in creativity and collaboration. It’s the only way to describe our work for “Pictures.” More than 20 years in the business and I’ve never seen anything come together quite like this,” said Leo Burnett Global CCO, Liz Taylor. “Take a product launch, the Gondry brothers, a new take on a beloved song by The Beatles, and all the unexpected twists and turns of a national quarantine—it’s a story for the ages.”