When Instagram began to host photos in landscape or portrait formats in addition to the original square format, the tweak gave users the chance to see more of an image than before.
Students Rajath Ramamurthy (Art Direction), Tanvi Tandon (Copywriting), Liudmila Kulibaba, (Graphic Design) and Shashank Hariharan (Account Planning) seized the opportunity to highlight the athleticism of Paralympians, and how they’re every bit as deserving of glory as their able-bodied counterparts.
According to writer Tanvi Tandon, “The buzz that the new update generated got me thinking of the potential that an uncropped photograph has to reveal many interesting things. When I discussed this thought with our strategist Shashank, he refined the idea to 'There is always more to any story'. Then our art director Rajath and [designer] Liudmila started brainstorming on the final advertisements.”
Rajath Ramamurthy further explained, “We made a simple print campaign based on the concept of what the image would look like if it was just a square and what it would look like if were not a square. There would be more space for freedom, more space for spirit, more space for energy.”
“Paralympic athletes might look just like [able-bodied] athletes. But, there is so much more to them than that. They were an apt inspiration for the Instagram update,” Tanvi concluded.
A student campaign, with no backing, ended up making an actual difference. It just goes to show that anything is possible.
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Founded in 1993, Miami Ad School has grown to a network of 16 advertising schools in 10 different countries. Through the school’s partnerships with dozens of agencies and companies, students have the opportunity to intern and get real-world experience while they are still in school. Our creative and practical approach to training has made our students the most awarded on the planet.