What do doorbells, dancefloors, bridges and airplanes have in common? On first instinct, you’d normally say fuck-all, but in Facebook’s first-ever brand campaign concocted by its new AOR W+K Portland, they all serve as symbols/metaphors for how the social network connects us…or at least that’s what we’re being told. To tell the universal tale of Facebook, W+K to its credit selected the right director in Alejandro G. Iñárritu, the master of intertwining seemingly random characters and situations on a grand scale in films like Babel and Amores Perros.

The filmmaker’s stylings are intact and the music from Austin quiet-to-loud experts Explosions in the Sky provides a nice soundtrack, though we’ll stop short of saying that the spot is as epic as the fact that Facebook has hit 1 billion monthly active users. But hey, since W+K and the social network’s relationship is in its infancy, we’ll just say it’s not too terrible of a start.