Introducing vertical long form to the world using old school MTV tactics.
In a 10 week sprint.
With Youtube constantly winning out as teens preferred go-to for entertainment, and other longer form entertain apps hot on our feet, Instagram accelerated the launch of a new feature IGTV.
From brief to launch we had under 10 weeks to develop an identity, design system, teaser, launch and sustain campaign, all evangelizing something new (that is now ubiquitous): the power of vertical video.
In a show-over-tell strategy, each piece of content was designed to show that the best way to experience long from content on the handheld screen was by getting up close and vertical to it.
Working with the iconic team at CANADA and Wieden + Kennedy we made dozens of Youtube pre-roll teasers in the language of old school MTV idents to drive intrigue, which continued as a sustain campaign.
The big small vertical screen launch
For launch we made a big splash through comms, with live launch events globally and at VIDCON, and with a film that proves the best things are happening in the center of the action.
We commissioned hundreds of creators to shoot vertical content, (and licensed a few iconic pieces too) to pre-feed the IGTV machine and to build our PR launch content from.
Keeping the vibes going...
In Stories and Youtube pre-roll we continued our ident program, serving a multiverse of content, built from INstagram's most popular interests categories, to drive IGTV tune in.
An enduring design sytem in 4 weeks
As part of this insane sprint we developed the new IGTV mark, a font, and an animation system in a four week design sprint.
