Instagram helps Gen-Z make reel connections

Whilst it’s still important to acknowledge the negative side effects of social media on young people's mental health, this new campaign by Johannes Leonardo is an honest portrayal of the way in which Instagram helps Generation Z form real friendships, both on and away from their screens.     

Directed by Vincent Haycock through Somesuch, and with music composed and produced by Dev Hynes, AKA, Blood Orange, the two spots have been shot more like short films than commercials. The stories demonstrate how teens integrate the platform into their daily social interactions, helping them improve their relationships, enhance creativity, and grow genuine connections. 

Inspired by real Gen Z insights and interviews with content creators, the film offers us an honest and realistic glimpse into young people’s lives through their phone screens, as they share videos, send messages, and organise IRL events with their peers. 

Jeph Burton, Group Creative Director at Johannes Leonardo commented: "The Instagram Connections campaign captures the raw essence of modern youth, showcasing their connections in a way that feels genuine and unfiltered...Our collaboration with Instagram allowed us to embrace their authentic voice and redefine how today’s generation connect with each other on the platform."