For over 15 years, Instagram has been a place where young people creatively connect with friends over photos and memories. But as competitors started stepping in, Instagram started chasing the latest trends instead, becoming a platform for clout-chasing and building “your own personal brand.”

Instagram needed to return to how Gen Z really uses its platform as a place for sharing content. Reacting. DMing. Connecting in big ways, through tiny interactions.

So was born a campaign celebrating how young people truly connect, showing Instagram in the genuine supporting role it plays in navigating relationships—as second-nature to their friendships as it is to their existence. Because with Instagram, every little interaction can help start something real.

This well casted spot paints an authentic picture of how teens use the app’s features to form genuine friendships so finding Gen-Z cast were important.

The director worked closely through many iterations of casting to find leads that had great chemistry and brought the characters to life in a delicate way and contributes to the film's narrative depth, further fostering a connection between the audience.