To mark its 15th anniversary, Instagram has launched a bold and emotionally charged initiative: the Instagram new campaign titled ANYWAY. Premiering globally this June, the Instagram new campaign sets the tone for a year celebrating raw creativity, vulnerability, and fearless self-expression.
The campaign opens with a cinematic short film featuring a stellar lineup of cultural icons—Tyler, the Creator, Rosalía, Clint 419, Cole Bennett, Slawn, Fred Again.., and the unmistakable Nadia Lee Cohen. These voices bring to life the emotional tension of creating in the digital age, showing both the beauty and the fear that accompany artistic risk. In one standout scene, a young creator named Trinity speaks candidly with Tyler, the Creator about validation and the fear of judgment—something all emerging artists can relate to.
Meta’s Head of Consumer Marketing, Eshan Ponnadurai, shared that the Instagram new campaign reaffirms the platform’s original purpose: to democratize creativity and empower personal expression. New tools accompany the launch—like the ability to quietly post or reorder your grid—each designed to reduce performance anxiety and encourage experimentation.
Adding a personal touch to the Instagram new campaign, Rosalía collaborated with the platform to develop a custom font based on her own handwriting, available exclusively in Stories and Reels.
Explore ANYWAY, and let it remind you that the most powerful thing you can do is hit “post.” And don’t miss our exclusive conversation with Nadia Lee Cohen, where she dives into her world of stylized chaos and cinematic control.
