Most platforms show you what people create.
We showed what happens when they connect.

With Instagram, we built Tag In to turn collaboration from a mention into a mechanic. Not just tagging someone after the fact, but bringing them into the process itself.

We paired creators across disciplines, tech with art, code with culture, and gave them the tools to build together in real time. Each piece wasn’t a handoff. It was a continuation. One idea evolving into the next.

The work didn’t just showcase features.
It demonstrated a new behavior.

Because when you remove the distance between creators, you don’t just get more content.
You get something neither of them could’ve made alone.