Facebook was built on friendships, and asked for a project that could celebrate everything that makes those relationships unique. Rather than guess what made a relationship special though, we built a product that let people define it themselves.

The Friends Photo Tool allowed users to select any photo from their library (or take a new one), customize it with text and emoji, and share it out to their social graph. Just as importantly, we also gave people the option to make their creations "Public…IRL.” When this was selected, the photo would be added to a database, matched with a series of complementary photos, and dynamically served to hundreds of digital billboard locations around the UK, mimicking the look and feel of Facebook’s Newsfeed and creating a massive celebration of real life friendships at scale.