Instagram Sentiment

Instagram – Sentiment Campaign

Instagram is one of the most popular social media platforms in the world. With more than 1 billion active users, it’s hard to understand how users feel and what they think about the product. Enter Sentiment.

We partnered with Instagram to explain their work and research

around sentiment and why understanding it is invaluable to creating a better product. If they make a change, they want to understand if positive sentiment goes up or down.

To communicate this importance to the company, we created a video with witty and clever commentary,

voiced by one of Insta’s employees. Using 2D and 3D animation, we came up with fresh perspectives and creative ways to explain complex topics visually. The brand is fun, so we wanted to stay true to that, no matter how technical the content.

Our Role
Live-action direction (with Only Today producing the shoots), Illustration, design, 2D, and 3D animation, stock music selection, and sound design

Project Timeline
11 weeks for two videos

Project Style
Live-Action Explainer

Part One: Sentiment 101

Part Two: Sentiment FAQ


Client: Instagram
Live-Action Production: Only Today
Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Producer: Alisha Kramer
Art Director: Deanna Reilly
Illustration and Design: Deanna Reilly,
Carlos Alegría, Sam Bass
2D Animators and Compositors: Chris Saez,
Arley Cornell, Sam Bass
3D Animation: Deanna Reilly, Andrea Gendusa
Video Editing: Camp Suntichotinun
Sound Design: Quadriphonic Sound