Instagram, which turns 15 later this year, kicked off celebrations early today, launching its largest brand campaign yet with a short film starring some of the most impactful creatives currently shaping popular culture.
The first in a series of upcoming films exploring the importance of taking a chance in the pursuit of creativity, ANYWAY features a cast that spans music, fashion and art, including Tyler, the Creator, Rosalía and Fred Again.. alongside Corteiz’s Clint 419, Cole Bennett, Nadia Lee Cohen and Slawn.
In the film, a group of young people gather around Tyler as Bronx-born Trinity opens up to him about her struggles with creative expression and seeking validation from others.
Released alongside a blog post by Instagram CEO Adam Mosseri, the campaign is part of the platform’s push to encourage creativity and risk-taking among its more than two billion users. In his post, Mosseri writes that the company is “investing in creativity more this year than ever before” and describes the film’s cast as “powerful voices” that “remind us that everyone starts somewhere.” He adds that a common theme in the feedback he receives from users is “the excitement and nervousness that comes with putting something out into the world.”
“People talk about taking risks, leaps of faith and overcoming whatever self-doubt they have,” he writes, adding that he wants “Instagram to be a place where you can overcome self-doubt, and just make it, share it, do it anyway.”
Among the changes coming to Instagram, Mosseri says the company is looking into allowing users to re-order the posts on their grid and “exploring a way to let you quietly post to your profile without broadcasting it to everyone’s feeds” – an interesting feature that could address the pressures that come with public creative expression. Additionally, it will continue to “invest heavily” in its most recent app, Edits – a standalone video editing app released in April – with Mosseri promising new “app-defining features” were on the way.
Along with starring in its global campaign, Rosalía has partnered with Instagram to create a new font for Stories and Reels, inspired by her handwriting. The brand is doubling down when it comes to music in other ways, too, saying it will introduce “a way to share what you’re listening to on Spotify directly in Notes, to easily connect with friends through music.”
Watch ANYWAY above now – and keep an eye out, Instagram says it is “doing much more with these creatives in the year ahead.”
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