I(n)lusion - Anti Instagram Satirical Campaign
Project Description
Instagram’s privacy policies hide in plain sight, tucked behind dense legal language that most users will never read. This campaign transforms that invisibility into something unavoidable by personifying Instagram as a physical presence — a character who enters your home, observes your every move, and collects intimate details about your life. By turning the digital platform into a tangible intruder, the project reveals how easily we welcome surveillance into our personal spaces without understanding the consequences.
Challenge
Users often feel oblivious, complacent, or numb to the scale of data Instagram collects, and many lack an emotional connection to what this actually means. The creative brief required a motion graphics campaign that uses satire, exaggeration, and narrative to uncover the vulnerabilities hidden within Instagram’s EULA, while engaging audiences through compelling storytelling. The challenge was to take abstract legal language and transform it into something emotionally resonant, unsettling, and impossible to ignore.
Concept
The central concept asks a simple but confronting question: What if Instagram wasn’t an app — but a person you invited into your home? A person who promises privacy and connection, yet quietly crosses boundaries, gathers information, and becomes increasingly invasive. The narrative follows a girl who, after a breach of trust with a friend, welcomes this seemingly comforting figure into her life. Slowly, the character — the embodiment of Instagram — becomes manipulative, possessive, and ever-present. This satirical storyline amplifies the platform’s real behaviours, such as tracking location, monitoring emotions, collecting metadata, curating hyper-personalised content, and selling information to unseen third parties, all under the guise of convenience and personalisation.
Approach
The campaign unfolds through six interconnected motion graphic episodes, each exploring a different privacy concept through satire, irony, and visual exaggeration. The tone is intentionally playful yet unsettling, blending intimate and voyeuristic imagery with sound design inspired by surveillance and tension. Typography is used to spotlight key policy terms that users typically overlook, and the campaign extends into everyday communication through a series of animated stickers that encourage audiences to “call out” privacy concerns in casual contexts. Across the six episodes, complex themes such as stalking, obsession, manipulation, complacency, geotracking, facial recognition, and the bystander effect are reframed as emotional experiences, making digital exploitation feel deeply personal.
Explainer Video
Solution
The final output is a narrative-driven motion graphic campaign released as a series of short-form episodes designed for Instagram posts and stories. The deliverables included a complete campaign identity and logo, an animated sticker pack, typographic compositions, and a two-minute case study video that explains the issue, the creative solution, and the intended awareness impact. The “Instagram” character is portrayed as a charming but increasingly intrusive presence, mirroring the subtle yet persistent ways real digital surveillance infiltrates users’ lives.
Deliverables included:
6 mograph episodes
Campaign identity & logo
Animated sticker pack
Narrative-driven typographic compositions
A 2-minute case study video explaining the issue, creative solution, and awareness goal (as required in the brief, page 2).
1st Video In Campaign
2nd Video In Campaign
3rd Video In Campaign
4th Video In Campaign
