Project Overview
In a world saturated with polished content and professional creators, social media that can be a pressure to young people. Instead we wanted to celebrate the small, authentic moments of creativity that happen every day that can be a catalyst to friendship.
Because it's in these small moments - a like, sharing a story, putting in the courage to send a DM, adding a friend on close friends and tagging on your favorite memory - that Instagram is a tool for connection.
The brand strategy of 'everyday creativity' has been the northstar evolving the Instagram back to a place for creative expression helping drive the launch and adoption for Instagram's unique features incl. Add yours, Close friends and Notes.
Campaign Films
We launched the campaign with two films, [1] Small Fries, [2] The Send Off, that follows a real life group of young adults through their friendship.
Campaign Assets
In the short form films, our aim was to capture the everyday small moments, but potent with big feelings.