Get close… like reeeaally close.
To launch IGTV, Instagram's new vertical video platform, we created a series of short idents that show how any content gets better in 9:16 and how visceral, eclectic, and insane, this new experience can be.
To show that IGTV was about to disrupt the online video category, these idents ran across existing video platforms that have historically only had widescreen 16:9 content…
The Launch
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.
Launch Event
Our launch film was presented at the close of the event as well as globally on the @Instagram account.
Branding a new Platform
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.
Agency: Wieden + Kennedy Amsterdam
Role: Creative Director
With: Thierry Albert, Andrew Duncan, Cecelia Pignocchi, Zeynep Orbay, Macie Soler-Sala
Director: Pensacola, CANADA, Bum Bum