Instagram recently released a new update that changed the way people post on the app. They now allow not only square images but also full size portrait and landscape pictures. Our goal was to figure out a way to make people not only aware of this new feature but also to never let them forget it.

The 4 people working on this project communicated across timezones, cities and countries. Lyudmila and Tanvi were in Miami, Shashank in Singapore and Rajath in New York. Tanvi had the first thought of using the elongated space to depict a revelation on Instagram. Shashank thought of the strategy which said that seeing the full picture could completely change your perspective of it. Lyudmila put this together with the thought of using the Paralympic athletes to show hoe you cannot tell how different they are if you can't see their deformities, but once you see them your perspective changes. Rajath helped us visualise how it would look on paper and worked alongside us to make sure the idea was depicted in the best way we could imagine.

The campaign was an instant success, we were published on Business Insider and an Indian magazine popular with millennials called Homegrown. These publishings led to several other features on various creative advertising websites and the clincher was that the International Paralympic Committee recognised, praised and posted about it on their social media accounts.
All press:
International Paralympic Committee | Homegrown | Business Insider | Advertolog | Hello You Creatives | Coloribus | OLTM