Instagram on TV, 2026

Instagram on TV explores how the Reels experience translates from the small screen to the living room. The project considers what happens when a format built for personal, vertical viewing becomes something shared on a larger display. Starting from a familiar behavior, scrolling, we created a series of real-life worlds where Reels could be experienced by different audiences in a more communal setting. The campaign focuses on preserving the spontaneity and rhythm of Reels while adapting the interface, pacing, and viewing context for a shared, lean-back environment.

External Team Agency: Special Group Director: C Prinz Production: Smuggler

Internal Team Creative Direction: Belen Marquez, Chams Abdelhafidh, Christy Silva Art Direction: Fayethe Vongsouvanh Design: Dorian Dreyfuss, Joe Ball

Services: Campaign, Art Direction, Product, Brand Identity‍ ‍