Meta
2021
Instagram Stories
Instagram's global Yours to Make campaign, the brand mark built from flowing streams of colour and fabric.
Project Details
Yours to Make was Instagram's global brand campaign, the launch push for Reels, made in 2021 through agency Johannes Leonardo. The logo sequences were directed by Butt Studio and produced through Blinkink, and I designed and animated the 3D Flex sequence, building the Instagram mark from twisting, flowing fabric, ribbons of colour winding together into the icon.
The fabric animates in, forms the logo and settles into a loop, then morphs into a second, simpler logo. The two did different jobs: the first a rich hero build, the second pared back to stay legible on a small screen, since the campaign was made for social.
Catagory
Commercial
Type
Social Campaign
Concept
Flex was designed to work over footage of a gymnast, so the second, simpler logo was animated to move with them, the fabric flexing and extending in sync with their body. It ties the mark to the performance rather than sitting on top of it, a logo that responds to what's on screen while staying clean enough to read at social size.
Credits