Ahead of turning 15, Instagram just dropped its biggest brand campaign yet and it’s a love letter to the messy, nerve-wracking magic of putting your creativity out into the world.
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The short film, ANYWAY, brings together a who’s who of today’s culture shapers: Tyler, the Creator, Rosalía, Fred Again.., Corteiz founder Clint419, Cole Bennett, Nadia Lee Cohen, and Slawn, all appearing in a story about risk-taking, validation, and what it means to just hit post.
In the film, Tyler leads a conversation where Bronx-born Trinity shares her doubts about creative expression and the fear of not being “enough.” The message? Everyone starts somewhere. And the only way to overcome self-doubt is to, as the film’s title suggests, do it anyway.
Creativity, Front and Center
Alongside the campaign, Instagram CEO Adam Mosseri shared a blog post revealing that the platform is investing more than ever in supporting creativity this year. The goal is clear: remind its 2B+ users that Instagram should be a space to take risks, not just to curate perfection.
“People talk about taking leaps of faith and overcoming self-doubt,” Mosseri wrote. “I want Instagram to be a place where you can overcome that self-doubt and just make it, share it, do it anyway.”
New Features Incoming
As part of this broader push, Instagram also teased several upcoming features that clearly aim to lower the stakes of public posting:
- The ability to reorder your grid (finally).
- A new option to quietly post to your profile, allowing you to share without blasting it to everyone’s feed.
Continued investment in Edits, Instagram’s standalone video editing app, with new “app-defining” features coming soon.
And because music is culture glue these days, Instagram is making it easier to connect through tunes: soon, you’ll be able to share what you’re listening to on Spotify directly via Notes.
A Font, a Film, a Statement
Rounding it out, Instagram announced a new Stories and Reels font created in collaboration with Rosalía, inspired by her own handwriting, another subtle nod to personal expression.
Between the new tools, the campaign film, and more creator partnerships to come, it’s clear that Instagram is doubling down on making the platform feel less intimidating, more experimental, and closer to the creative spirit of its early days.
Watch ANYWAY now and expect to see a lot more from this cast (and this creative direction) from Instagram throughout the year.