Instagram | We Make Today IG Shop

Context

We Make Today was a curated Instagram Shop campaign that brought together creators and products through a distinct visual narrative. The objective was to create a high-taste series that felt native to Instagram, while driving engagement and product discovery through creator-led storytelling.

My Role

I led the visual and creator curation for the campaign — defining the aesthetic direction, selecting creators based on style and audience fit, and shaping the overall narrative so the series felt cohesive across all touchpoints.

Approach

I approached the work like a mini trend study — translating cultural and aesthetic signals into a clear creative direction, then curating creators and visuals that embodied the trend in a way that felt both aspirational and native to the platform.