CONNECTIONS
film, social, OOH, in-app design
A global campaign about the small moments that bring us closer, spanning film, OOH and a new visual, motion and sonic language for Instagram.
Featured In
Adage Number 1 of Top 5 of the Week / AdAge / Marketing Dive /
LBB / Ads of the World / SHOTS / Reel 360
MAKING INSTAGRAM
FEEL LIKE INSTAGRAM
The campaign also helped shape Instagram’s evolving brand language. With Studio Dumbar and Instagram’s in-house team, we turned behaviors native to the app, from swipes and scrolls to motion and sound, into a flexible system across product and marketing.
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We evolved the brand’s visual language into a flexible system built to move across Connections, product and marketing while keeping creators and their content at the center.
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Swiping, scrolling, tapping and the imperfect movement of user-made content became the foundation for a motion language that felt native to Instagram, not applied on top of it.
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We explored how Instagram’s interactions and motion could translate sonically to create a more cohesive and recognizable experience across the app and campaign.
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Brand: Instagram
Project: Connection Campaign
Agency: Johannes Leonardo -
Group Creative Directors: Jeph Burton, Hunter Hampton
Creative Leads: Austin Haas, Celia Mortlock
Creative Directors: Anthony Baxter Puig, David Shin
Creatives: Brooke Chai, Alec Milton
Director: Vince Haycock
Production: Somesuch
PRODUCERS: James Elio, Tina Diep, Brittany Franklin
VFX: Studio Dumbar
Composer: Dev Hynes
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film, content series, ooh