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THE STORY:  For Ellie Kemper, we created the character of an inept, social-media life coach. We recorded more than 90 comic clips that were randomly assembled on the fly to provide users with unique "analysis" of their Facebook behavior.

On set, a battery of writers (including Ellie's husband) rewrote gags as necessary.

For every user, there were thousands of possible permutations. This video is just one example.

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