01 — The Brief
Tie the film back to the place you actually shop.
Droga5 had the story: Secret Santa, an office worker who draws his boss's name and uses Facebook Marketplace to find a gift that actually lands. The brand system had to carry that same idea — that a little connection goes a long way — into every surface the campaign touched, and land people back on Marketplace.
As creative lead driving partnerships, I led the brand team executing that vision, working across marketing, the product verticals and engineering to build one cohesive holiday story — from the icon on the home screen to the shop, the Stories and the out-of-home.
02 — The Idea
Put Facebook in a snow globe.
The snow globe does the whole job in one object. It stays Facebook blue, so the icon still reads at a glance. It's nostalgic without being about any one holiday. And it's a container — a little world you can put anything inside: the “f,” a gift, a snowman, a cabin, a like.
Built as three stacked layers — glass, colored holiday particles, white snow — it scales from a 40 px app icon up to a cinema poster, and the mix can be dialed warmer or quieter depending on where it lands.
From one system: a seasonal app icon and splash screen, holiday Story templates, an Animate with Meta AI prompt, the Marketplace Holiday Shop, and a snow-globe treatment of the like — the same glass, snow and glow applied surface by surface so the season reads as one thing across the app.
The Holiday Shop
Marketplace's gift destination — curated creator collections, wrapped in a globe of presents and likes.
The like, snow-globed
The most-used shape on the platform gets the glass-and-snow treatment and becomes a Story sticker.
A world in every globe
Snowman, snowflake, cabin, gift — a small library of scenes for feed, Stories and the app store.
0
Ad Age readers' best ad of 2025
0
University partners on the college-football push
0
Student-athlete ambassadors carrying the campaign
The campaign ran through the 2025 holiday season — the Holiday Shop opened on Marketplace in early December, the Roxy screenings and a Union Square market stop followed, and team-colored feed units carried it across college-football weekends. Droga5's Secret Santa was later voted the best ad of 2025 by Ad Age readers. The brand layer is the part you held in your hand — the icon that changed on your phone and the cup at the cinema.
