As a Creative Director, I collaborated with the strategy team to develop a comprehensive brand strategy and new concept for Instagram's art direction in photography and film content. We established pillars based on interests, techniques, and user behaviors, such as locations, spontaneity, real feelings, meaningful random objects, and anonymity. Our goal was to create a visual identity that feels real and authentic, resonating with Instagram's diverse global audience.

We commissioned 25 diverse creators to embody this new visual direction, ensuring each piece reflected Instagram's vibrant community. This initiative not only strengthened Instagram's brand but also deepened user engagement by showcasing authentic, user-driven content.