Client: Instagram
Creative director, r/ga, 2020
Instagram was losing Gen Z to TikTok and Snap as the pressure to post “perfect” pics pushed teens away. This campaign encouraged them to loosen up, have fun, and share more of their world on Stories. The 2,000+ resulting ads drove a 4.7% lift in Stories from Gen Z across seven markets, making it Instagram’s most successful campaign to date. Our team created a modular content system so each ad could be reinvented again and again, staying fresh in the feed and avoiding ad fatigue. We wrote, directed, and edited every spot in partnership with the talented Ben Pier and Michael Casker.
Credits
Creative Director: Rebecca Rumble
Associate Creative Director (copy): Isobel Oliphant, Jake Lemkowitz
Associate Creative Director (motion): Abram Seaman
Art: Juliette Delerue, Zöe Lyle, Gabe Towels, Bayyina Black, Woohyun Lim
Design: Bria Benjamin
Copy: Jess Norris, Zöe Farrell, Chris Parker, Megan Plevy
Strategy: Maya Goldberg
Production: Amanda Huelse, Lisa Greenleaf