Instagram

Keep it Real with Close Friends

Instagram’s Close Friends feature is a notoriously difficult product to market. After several ideas that struggled to land the authentic energy that only comes out when teens talk to their closest friends, the answer was simple... use puppets!

While it sounds silly at first, shifting to exclusively puppet talent paired with real teen voices, we were able to talk

to teens about sharing their most personal moments and emotions without coming across as inauthentic or trying too hard to win them over.

In the end, we created over 35 ads that covered everything from being trapped in a bathroom, the loss of pets, to even just needing to take a break from social media for a while.