Instagram's 'The Build' is a fast-paced campaign developed by agency Mother London, highlighting the platform’s interface through a series of relatable social moments. The content shifts between intimate, domestic kitchen environments and vibrant outdoor settings, leaning into a lifestyle aesthetic that prioritizes authentic, vertical-first storytelling.
Technically, the project utilizes live-action techniques interspersed with native interface elements like text stickers and comments. Post-production and visual effects were handled by Mother London, with sound design and music curation provided by RASCAL.
