Meta’s commercial film 'Fife - Riley' spotlights the intersection of community building and traditional craftsmanship. Directed by Samuel Villegas and produced by Not Normal Films, the project follows a small-business owner navigating the restoration of classic muscle cars.
The narrative transitions between the moody environment of a garage—where mechanics manage welding and engine work—and the high-energy atmosphere of outdoor race tracks. The film uses live-action techniques and slow motion to capture the grit and mechanical detail of the restoration process, while integrating social media interfaces to illustrate digital community growth.
