Instagram

From Sharing Culture to Shaping It

For Instagram’s first-ever brand campaign, We Make Today, the idea was simple: the people shaping culture shouldn’t just be watching it—they should be making it. The campaign was brought to life through creators, music, entertainment and the physical world with Instagram’s first-ever out-of-home campaign in key landmark locations nationally including Times Square. The work reached more than 90% of U.S. teens and young adults and generated 1.1 billion impressions—turning a product launch into a cultural invitation to create.