Instagram champions creative risk-taking with star-studded global campaign

Global – As Instagram approaches its 15th anniversary, the platform has launched a new campaign spotlighting creativity on social media. Entitled Anyway, the campaign brings together a cross-disciplinary cast, including Rosalía, Tyler, the Creator, Clint 419, Fred Again… and Nadia Lee Cohen, each reflecting on creative risk and self-expression.

The initiative forms part of a broader strategy to position Instagram as a platform for low-pressure, creativity-first sharing. Alongside new creator tools such as Trial Reels – which lets users share content with non-followers before going public – the company is investing heavily in video editing app Edits, new typefaces co-created with artists like Rosalía and Drafts, a funding programme for emerging talent.

As parents become more aware of the negative impact social media usage can have on children’s mental wellbeing, there is a movement towards creating a healthier, less toxic online world. By encouraging active participation with the app over passive scrolling, Instagram is reframing itself as a platform for creative expression, aligning with Gen Z’s interest in Digital Wellness.