The acclaimed director Vincent Haycock is behind Instagram’s new campaign titled “Instagram Connections,” taking a look at the connections created and maintained through Instagram among Gen Z youth.
Inspired by insights from Gen Z and interviews with teens, “Instagram Connections” is less of a commercial campaign and more of a short film, authentically representing real connection for a nuanced generation.
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The two 3-minute short films feature stories of friendship found and lost, and were filmed in Austin, Texas. Music used in the flicks were produced and composed by none other than Dev Hynes, the artist known as Blood Orange.
“The 'Instagram Connections' campaign captures the raw essence of modern youth, showcasing their connections in a way that feels genuine and unfiltered,” stated Jeph Burton, group creative director at Johannes Leonardo, the advertising agency behind the campaign.
Set to run from July 30 to October 8 in the U.S., “Instagram Connections” offers a unique perspective on the role that Instagram plays in a Gen Z community and the different features that can be used to communicate via the social media app.
The campaign will also consist of other elements, including digital banners, a TikTok campaign, OOH, and on-air podcast mentions by the likes of podcast host Emma Chamberlain.
“From photo dumps to reacting to stories, replying to notes, and sending memes in DMs — we’ve seen that all of these small acts of creativity can lead to big friendships. As the brand continues to evolve, we remain committed to providing a safe space for the next generation to express themselves and connect on Instagram,” said Eshan Ponnadurai, the vice president of brand marketing at Meta.