To help launch Instagram x Threads— a messaging app designed to be used only by your closest friends, we partnered with image maker and digital collage artist Quinten Jones to create the film and with Kim Petras to create the soundtrack. In the campaign we set out to create a unique visual vernacular that can start to become ownable to Threads. To meet our audience eye-to-eye, we employed the language of digital collage to build a story around a group of friends, where a visual conversation unfolds before your eyes.
The image cacophony and collage-like technique speaks to the real, raw and unique conversation that you can only have on Threads. Quick animations reinforce the speed of the camera. All in a world that is super optimistic, fun, immediate, visceral and positions Threads as a must have app.
Instagram partnered with Mother New York to help us flesh out the brand identity. All which grew from the establishing film that kicked off the launch.