The story

Docu-style narratives released on Instagram Stories took users through interactive editorials about creativity and the art of film photography.

Results

— +57% YoY ecommerce revenue growth
— #1 Instagrammed sneaker/campaign duration
— 296M campaign impressions

Recognition

Glossy Winner
Webby Nominee: Best Use of Mobile Media
Shorty Awards Finalist (x2): Instagram, Instagram Story
Complex Magazine

photo contest

Each editorial landed in a custom 360° Google Street View photography contest where users competed to win our photographers' collections.

installation

Thousands of visitors stopped by life-sized Camera Obscura installations in NYC and LA to develop their own Instagram photos IRL.