Project Type
Client-commissioned

Agency
Mother New York

Client Name
Instagram

Client URL
https://www.instagram.com/

My Role in This Project
As the lead (and only) creatives on Instagram Shopping's official launch for the holidays in 2019, my creative partner (also a woman) and I knew we had to create something clever - and it had to be relevant to younger women with disposable incomes who spent their time scrolling on Instagram. So we combined throwback 90s fashion trends popular in 2019 with an iconic 90s artist who had recently found a cultural resurgence as a fashion icon: Celine Dion. I do not believe a different team could have come up with something this fun and culturally relevant that also made perfect sense for the Instagram brand's offering.

Project Description
By 2019, Instagram had been quietly building a new shopping destination within their app for over 3 years - but the problem was that most people thought they were already ‘shopping’ on Instagram by purchasing from a brand’s targeted ad in their feed. Instagram Shopping as an in-app checkout experience was something entirely new: a marriage of commerce and culture, where real-time trends inform shoppable products.

To ‘debut’ this new shopping experience on Instagram in time for the holiday shopping season, we wanted to celebrate Instagram as the place where shoppable fashion trends and cultural relevance meet. So we combined throwback 90s fashion trends popular around the holidays in 2019 with an iconic 90s artist who had recently found a cultural resurgence as a fashion icon: Celine Dion. We created a modern reinterpretation of Celine's unforgettable 1996 “It’s All Coming Back to Me Now” music video, where Celine celebrates all the 90s trends that have come back into style – which she can now discover and buy, courtesy of Instagram Shopping. The spot took home Webbys and Crestas, and was shortlisted at the One Show. It cut through all the holiday shopping noise online, and gave Instagram an authoritative voice as a shoppable platform. (And Celine Dion hugged me. Personal win.)