Role: Associate Creative Director

House of Instagram serves as a digital hub where business owners and creators can delve into Instagram's offerings. Cogs & Marvel was tasked with pitching an interactive experience for the House of Instagram community, designed to inspire and educate agency professionals and content creators, with specific emphasis on leveraging Instagram Reels.

Centred on the theme of “explore and create”, our goal was to develop an immersive experience that would leave attendees with a deeper understanding of how to use the app for creative expression, cultural connection and business growth, by encouraging the use of Reels in a fun and interactive way. The solution: A Reel Forest. 

Upon arrival, guests would be prompted to scan their badge, granting access to a bespoke Instagram filter exclusive to the event. We wanted to encourage immediate engagement with the app, generating excitement as guests ventured into the forest, with their phone in hand, ready to explore and create Instagram Reels. 

Wandering into our inflatable forest of abstract shapes and forms, we wanted to ignite a sense of childlike wonder. With a variety of textures, colours, lighting and reflections we designed an environment to encourage experimentation through playfulness, stimulating creativity and education through immersive exploration.

After a short path, attention would be drawn to the left towards our Insights Hub. This area would feature a massive screen showing case studies and infographics related to Instagram. Interstitial footage would reflect the abstract shapes and colours from the surrounding landscape for full immersion. 

Nestled within a more secluded corner of the forest, guests would discover Creator Corner. In this relaxed seated area, they would have the opportunity to meet and greet talented Creators, receiving hands-on guidance on mastering the art of Instagram Reels.

Fusing education with entertainment, our proposed Virtual Museum of Modern Art wasn't just an exhibition area; it was envisioned as a space where art meets technology through AR. By scanning different objects displayed on plinths, filters would have unveiled intriguing stats and tips related to Instagram. 

In the centre of this space, as the forest parts, a clearing would reveal our Main Stage. The central hub for the grand finale, this area would host presentations and discussions on the world of Instagram and the endless possibilities it provides for crafting creative content that engages users and stimulates business expansion. 

Finally, the website for this event was planned to deliver a parallel experience for guests joining remotely in smaller regional gatherings around EMEA. We aimed to ensure that our remote audience would have access to the same educational tools and engaging content offered by House of Instagram, regardless of their location. Whether it's live content streamed from the main stage, Creator masterclasses, or even our virtual AR Gallery, everything would have been easily accessible online too.

Agency: Cogs & Marvel Client: Meta