One of the reasons for Facebook’s phenomenal success is that it offers a unique platform for groups – from sci-fi fans, amateur archeologists to retired firemen, there’s a group for everyone – and if you don’t find your group, then you can always create one.

We teamed up with photographer Cait Oppermann to produce a shoot for Wieden + Kennedy Amsterdam to bring together a selection of Facebook groups in real life for a national ad campaign. It was a shoot designed to involve hundreds of subjects from groups as diverse as Motorheads International, Dog Lovers Unite, and The Mommy Grind, taking us from New York to LA and back again – in the space of ten days.

With such a huge number of moving parts, we had to ensure flexibility was baked-in to the production schedule – which involved three locations per day across two different coasts, with entirely different groups to shoot. The scale and tight timings meant that at times, details were arranged (literally) on the fly as we moved from airport to airport – at one point navigating an entire crew from Joshua Tree National Park to LA’s Griffith Observatory in the middle of the post-Coachella Festival rush hour.

The production was literally a massive success. And just as importantly, we made a lot of new friends.