Instagram - Keep the Game Going
As part of a growth marketing play in India, Instagram wanted to show how using their app's features allowed gamers to enjoy deeper engagement with their friends and "keep the game going". Through a fantastical storyline with plenty of high-stakes moments, our team deftly moved in and out of the story while inserting product features like Reels, DMs, and Remix throughout. Using our patented (well, it's not actually patented) design once, deliver for all process, we created alllllllll the formats: 9:16, 16x9, 1x1, and 5x4 as a :60, :30 and :15.
This allowed Instagram to test a wide variety of sizes and lengths to see what converted best. Since the commercial targeted Indian gamers, we ensured every illustration, symbol, and interaction was culturally authentic and appropriate by carefully vetting every frame through our Indian consultant and team members. Using a mix of 3D and 2D cel animation techniques, the team literally had a blast working on this one.
As part of a growth marketing play in India, Instagram wanted to show how using their app's features allowed gamers to enjoy deeper engagement with their friends and "keep the game going". Through a fantastical storyline with plenty of high-stakes moments, our team deftly moved in and out of the story while inserting product features like Reels, DMs, and Remix throughout. Using our patented (well, it's not actually patented) design once, deliver for all process, we created alllllllll the formats: 9:16, 16x9, 1x1, and 5x4 as a :60, :30 and :15.
This allowed Instagram to test a wide variety of sizes and lengths to see what converted best. Since the commercial targeted Indian gamers, we ensured every illustration, symbol, and interaction was culturally authentic and appropriate by carefully vetting every frame through our Indian consultant and team members. Using a mix of 3D and 2D cel animation techniques, the team literally had a blast working on this one.
As part of a growth marketing play in India, Instagram wanted to show how using their app's features allowed gamers to enjoy deeper engagement with their friends and "keep the game going". Through a fantastical storyline with plenty of high-stakes moments, our team deftly moved in and out of the story while inserting product features like Reels, DMs, and Remix throughout. Using our patented (well, it's not actually patented) design once, deliver for all process, we created alllllllll the formats: 9:16, 16x9, 1x1, and 5x4 as a :60, :30 and :15.
This allowed Instagram to test a wide variety of sizes and lengths to see what converted best. Since the commercial targeted Indian gamers, we ensured every illustration, symbol, and interaction was culturally authentic and appropriate by carefully vetting every frame through our Indian consultant and team members. Using a mix of 3D and 2D cel animation techniques, the team literally had a blast working on this one.
As part of a growth marketing play in India, Instagram wanted to show how using their app's features allowed gamers to enjoy deeper engagement with their friends and "keep the game going". Through a fantastical storyline with plenty of high-stakes moments, our team deftly moved in and out of the story while inserting product features like Reels, DMs, and Remix throughout. Using our patented (well, it's not actually patented) design once, deliver for all process, we created alllllllll the formats: 9:16, 16x9, 1x1, and 5x4 as a :60, :30 and :15.
This allowed Instagram to test a wide variety of sizes and lengths to see what converted best. Since the commercial targeted Indian gamers, we ensured every illustration, symbol, and interaction was culturally authentic and appropriate by carefully vetting every frame through our Indian consultant and team members. Using a mix of 3D and 2D cel animation techniques, the team literally had a blast working on this one.
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Credits
Client
Instagram
Agency
DEPT®
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Associate Creative Director
Carlos Alegría
Senior Producer
Alisha Kramer
Illustration and Design
Carlos Alegría, Bruno Medeiros, Eunbeal Cho, Pasquale Garibaldi, Mark Coory
2D Animators
Magali Garcia, Ale Imondi
3D Animation
Andrea Gendusa, Deanna Reilly, Mark Coory, Scott Pellman
Cel Animation
Daiqi Cui, Christine Le, Ale Imondi, Mayukh Goswami
Cel Clean-up
Brittany Penn, Nili Bhavsar, Sameera Joshi
Custom Music and Sound Design
John Poon
Recording Engineer
Stephen Koszler
Musicians
Anwar Khurshid on Sitar, Pankaj Mishra on Sarangi, Ravi Naimpally on Tabla and Percussion
Cultural Consultant
Kruthi Hindupur Vasanthamadhave
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