Connected Through Instagram

Client: Instagram

Some big things start small


Taken from real Gen Z insights, and interviews with Creators and real teens, the campaign gives an authentic look at this deeply nuanced generation and shows that real connection isn’t something that simply happens—it’s something you make.

Directed by Vincent Haycock, Connected through Instagram is shot less like a commercial and more like a short film, to present an authentic portrait of today’s youth culture. The music for these long form pieces is composed and produced by Dev Hynes AKA Blood Orange. Dev’s multidisciplinary approach brings a dynamic and layered sensibility to these cinematic shorts.

Shot in Austin, Texas in the real homes and hangouts of today’s youth culture, with dialogue that was often improvised and off-the-cuff, the realist approach presents a portrait of a generation with genuine authenticity.

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