One of those rare projects where the final output is almost exactly what was shown in the initial pitch deck. It was a world I knew very little about and so, rather than lead from the front, this project was about bringing together a group who understood this cultural space intimately and giving them the freedom to get on with it.
The Fluid Imaginarium
We were briefed to deliver a brand activation to support the UK roll-out of Instagram’s first ever global brand campaign #YoursToMake in 2021. We proposed creating a unique, immersive digital artwork that captured the fluid nature of young British identity.
We asked 50 of British Gen-Z’s most exciting creators to share Reels with their followers inspired by the question ‘What are you exploring?’. Creator Reels then informed a motion artwork created by femme-focused curatorial agency HERVISIONS - built in Unity gaming engine and exhibited at the Saatchi Gallery.
The 50 Reels were displayed on individual smartphones within the gallery, allowing visitors to follow the story of the artwork from start to finish. The exhibit welcomed over 14,000 visitors across the 6 days it was open.
Made with the good folks at Exposure, gold star emojis for Helena Hamilton (Creative), Illy Polycarpou and Meesha Patel (Account Leadership) and Jason Miller (Meta).