We were tasked with launching Instagram’s newest app, IGTV. A place for vertical, long-form, personalised content that reimagines the standard 16:9 viewing experience format and flips it on its head.
Instagram wanted to announce the app in a big way, with a launch event in San Francisco.
We created a launch film demonstrating that some of the best content on the internet gets even better in 9:16. And IGTV allows users to get closer to the people and things they already love on Instagram. Closer to creators, closer to interests, closer to the fun.
Our launch film was presented at the close of the event as well as globally on the @Instagram account.
The event was broadcast live on media channels globally as well as Instagram and Facebook.
The film was projected onto 5 vertical screens, moving and shifting to fit the creative.
Inspired by vertical video on mobile, we developed a typographic system that could fill the 9:16 frame.
Oversized typography could scale, bounce and fill your mobile screen, bringing a new visual identity to the Instagram platform.