YOURS TO MAKE,
EXPLORATION, and CONNECTION
FOUR YEARS OF COLLABORATION
WITH INSTAGRAM.
One iconic brand.
Three brand transformations.
A relationship four years in the making.
What you shine a light on SHOWS US ALL WHO WE CAN BE.
What if Instagram were a place?
We explored it on behalf of a generation of creative thinkers, dreamers, and tinkerers to show Instagram wasn’t just an icon on your phone—it was Yours to make.
Sharing is caring… and glaring… and scaring… and…
With TikTok’s emergence, the brand shifted strategies. From identity exploration, to a content-rich platform designed for consumption first and foremost.
We treated the brand like a network, curating and creating a showcase of the deranged range of strange across countless interests on Instagram.
Big things start small: Connecting through Instagram
Then, in the wake of a new generation joining the platform and making it their own, Instagram became a home for connection—with deep convos in the DMs, little acts of appreciation shown through reactions, even a Like brightening someone’s day.
If it felt too scary for a call or a text or an in-person conversation, connection could happen through everyday acts of micro-creativity.
Creative Direction: Jeph & Hunter
Yours to Make Director: Rubberband (Smuggler)
So Much to Share Director: Sportscar (Florence)
Connections Director: Vincent Haycock (Somesuch)
Yours to Make Photographer: Sophie Hur
Connections Photographer: Marie Tomanova
Project completed while at Johannes Leonardo