Connection
This campaign celebrates Gen Z and the real relationships they build on Instagram through small, everyday acts of creative expression.
Real connection isn’t something that just happens—it’s something you make.
Small Fries
Send Off
With this campaign, we introduced a new aesthetic and tone of voice to showcase Instagram in a way that feels authentic to how teens use the product. UI is the glue of the campaign as we hero the content that users connect over. This 360 campaign spans short film, on-platform video, on-platform ads, banner ads, out-of-home billboards and murals, and more.
Nothing says “love you bro” like sending a reel to the real ones. Reshare to show your friends you care.
Two aww’s are better than one. Share the best of Instagram with your friends even if they’re 2 feet away.
Iconic decisions go down in the DMs. Stay connected with the squad on IG.
Real recognize reel. Reshares can turn teammates into best mates.
What happens in the green circle, stays in the green circle. Post the realest you for the real ones.
Passing a love note is cute, but sharing a love note? Epic. Share what’s real with notes.
Small Fries Shorts
Send Off Shorts
My primary role for this campaign was to conceptualize and develop 10 on-platform videos: 6 films showcasing how teens connect using Instagram features and 4 films that extend the world of Small Fries & Send Off. I took inspiration from not only my own experience as someone who came of age on Instagram, but also from my younger siblings and their relationships; I happen to have 4 younger siblings in the target audience!
Agency // Johannes Leonardo
Production // Somesuch
Directors // Vincent Haycock / Darol Olu Kaye
Photographer // Marie Tomanova
Edit // Cabin
UI + Motion Design // Studio Dumbar
Score // Dev Hynes
Creative X
CDs // Belén Marquez / Veit Moeller / Christy Silva
Creatives // Fayethe Vongsouvanh / Mohamed Chamsseddine Abdelhafidh / Louisa Lovelace / Jessy Cole
Designers // Tony Loftus / Szeki Yang