2021

People don’t watch Stories.
They move through them.

With Instagram, we defined Swipe Up: Stories-First Creativity to shift brands out of static thinking and into a format built for instinct, not intention.

Because Stories aren’t mini commercials.
They’re moments.

Full-screen. Fast. Disposable. Interactive by default. A place where polish underperforms and participation wins. Where a tap, a swipe, or a poll says more than a paragraph ever could.

We reframed creative for a vertical world, designing for thumbs, not timelines. Turning audiences into participants through stickers, sound, motion, and simple, native behaviors that feel less like advertising and more like play.

Not “watch this.”
“Touch this.”

The result was a new creative system built for immersion, where brands didn’t just show up in Stories, they behaved like they belonged there.

Because in a Stories world, attention isn’t given.
It’s earned in seconds, then gone.