As a Creative Director, Laura Niubó partnered with the strategy team to develop a cohesive brand strategy and a fresh concept for Instagram's art direction in both photography and film content. The approach was grounded in true insights, focusing on key interests, techniques, and user behaviors, such as location-based content, spontaneity, genuine emotions, meaningful everyday objects, and the appeal of anonymity.

The objective was to craft a visual identity that felt authentic and relatable, resonating deeply with Instagram's diverse global audience. To bring this vision to life, there was a commission to 25 diverse creators who infused this new direction into their work, each piece celebrating Instagram's real, vibrant and inclusive community.

This initiative not only reinforced Instagram's brand identity but also significantly enhanced user engagement by spotlighting authentic, user-driven content.