We launched Instagram’s first tagline and brand campaign: We Make Today. To prove the tagline true, we released 7 ads in 7 days (+ 1 supercut) made from content posted THAT day. It was truly a social experiment that required as much pre-planning as possible in order to make sure we could fully focus on edit during the days.

An enormous team helped to make this happen:

4 creatives + 2 CCOs

2 producers + 1 HOP

4 account team members

4 BAs

6 casting agents to organize the 100+ talent booked

5 Editors from Work (Rich Orrick, Anne Perri, Niles Howard, Emilie Aubry, Theo Mercado)

Martin de Thurah as a Director consultant