Role: Creative Director (Copy)

The Story: Instagram’s goal was to produce an educational content series and platform for the next generation of creatives. As Creative Director, I brought together a community of some favorite Instagram creators to share their experiences and knowledge on topics from managing social pressure to partnering with brands. This is Creator Lab. Every step of the way – from concepts to production to building the platform – my goal was to make the entire experience feel as personal and empathetic as possible. (Click on the images below to visit the platform!)

The Big Creative Shift: We’re creating an opportunity for creators who want to mentor the next generation.

The Results: The platform has generated millions of views and continued to grow and evolve from our original 11 creators to over 25, including Instagram CEO Adam Mosseri.