Role: Associate Creative Director (Copy)

The Story: Instagram saw that their Gen Z users were watching lots of stories, but not posting their own. So they came to my team to turn passive consumers into creators. The catch? They wanted hundreds of assets for their machine learning algorithm to test and learn. I helped to create a system for scaling our content: x10 mini campaigns with templates across features and passion points that we could mix and match.

The Big Creative Shift: We’re selling an online life free from cringe.

The Results: 2,000 assets later, the campaign inspired millions of new Stories from Gen Z – a 4.7% lift across 7 markets – making it Instagram’s most successful internal campaign ever.