HACKATHON WINNER: The Unfollowers Project


BMW x Instagram Canvas

Instagram invited BMW and four other luxury brands to their Manhattan HQ for a week-long hackathon competition. Our challenge was to create an innovative experience that felt true to the brand but native to their newest ad product: the Instagram Stories Canvas.

Even casual fans of BMW are familiar with its iconic grille shape, making the flipped grille of the first-ever BMW X2 a bold new visual feature. When we realized Instagram doesn't respond to your iPhone's accelerometer, the rest was easy. We built the unit entirely upside down to drive home the fact that the X2 is for those who #unfollow.

We won. Our unit beat out the other brands and earned a $10k media spend. The unit also dovetailed into The Unfollowers Project, the creative campaign developed by KBS.

My role: Writer/ACD
: Critical Mass
Chief Creative Officer: Conor Brady
Art Director/ACD: Mariam Farooq
Art Director: Stephanie Gerbino
Strategy: Colby O’Neil
Production: The Colonie