YOURS TO MAKE
San Francisco, Los Angeles, Chicago, Atlanta, New York
Instagram has launched a new campaign “Who We Become Is Yours to Make.” showcasing how users can explore who they really are with Instagram. After a year that was anything but normal, the world’s most popular social media app aims to push progress, optimism, and reinvention with a campaign focused on empowering people through self-exploration. Because let’s face it, it’s cool to embrace “your weird”. Instagram chose 11 of our wallscapes making it our biggest mural campaign to date!! Care to challenge Instagram and make it 12?
Murals were located in 5 major cities including, New York City, Chicago, Atlanta, Los Angeles, and San Francisco in areas that are culturally impactful, create major buzz, and appeal to a broad audience of users to the app.
Our team hand painted a variety of Instagram Creators including artists, models, athletes, and even a digital alien. These Creators included @Plutopanther, a panther chameleon that likes to hang out on top of its owner’s, @thehanakatan, head and can be found on our three murals in SoMA, Williamsburg, and Bushwick.
In Venice Beach and Wicker Park, our team tapped into make-up, painting @madroni_redclock, a funky makeup artist known for their unique aesthetic of using paint rollers, forks, towels, etc. to apply their makeup.
And to take things one step further, our team worked on something out of this world with a mural depicting digital terrestrial avatar, @alizarexx, who floats within an intergalactic backdrop on another one of our Venice Beach walls and in Little Five Points.
And who’s responsible for all the photos?? None other than the multi-disciplinary artist, Bella Newman who photographed portraits of each Instagram creator, displayed in the campaign’s artwork. Her raw style of capturing the uniqueness and individuality of the various influencers made for the dreamlike and in-your-face mural.
The portraits combined with the murals’ size, color, and creativity plus being strategically displayed in some of our best hand paint locations was the formula for a successful mural campaign – Plus who doesn’t stop to touch the mural to see if it’s really hand painted!
With Instagram’s creative direction and artwork, the app continues to prove itself as a platform for self-expression. Each mural featured each Creator’s Instagram handle allowing onlookers to connect with those portrayed in the campaign and aligning with Instagram’s continued support to connect its users and facilitate community building for all, coast to coast.