Instagram has partnered with 50 artists to create a digital portrait of British youth culture at London’s Saatchi Gallery.
Curated by the anti-disciplinary and women’s-focused curatorial agency Hervisions, the installation will bring to life the cultural diversity and lived experience of British Gen Z today, as expressed on Instagram Reels.
Entitled “Yours to make: Fluid Imaginarium”, the motion art installation is open for six days from November 4th.
Using game technology, the experimental artwork aims to reflect the fluidity of British youth, taking the viewer through various immersive dimensions that follow the different forms of youthful self-expression.
The creators worked with Hervisions to deliver artwork that explored their personal identity. Creators include @ elliejg16_zebedeemodel, the first model with Down syndrome to work for a major fashion house; beauty creator @pradaolic, Drag Race UK star and drag artist @krystalversace; comic @akafiali; and author and conductor @Jamie_Windust.
Jason Miller, consumer marketing manager EMEA, Instagram, said: “We believe in the importance of self-discovery and creativity among young people and that is why we are celebrating them with the launch of ‘Yours to make’. Young British people are constantly exploring and experimenting who they are, which is why we felt it was important to give them the chance to help shape the final work, created in collaboration with Hervisions. This installation perfectly encapsulates what the campaign is about and how we need to encourage young people to continue exploring who they can be. “
Zaiba Jabbar, founder of Hervisions, said: “More than any previous generation, the British Generation Z has unlimited access to information. This has created a constant state of open-mindedness and change. They are fluid, in a state of creative self-evolution. . and always connected with the world.
“My work with Instagram celebrates this exciting approach to self-exploration, especially the way Generation Z uses the platform to create communities and explore who they can be. The Hervisions team and I were inspired by the Instagram Reels that create the foundations of the work of art; the breadth of creativity and the methods with which it expresses itself. “
This experience is part of the global Instagram brand campaign “Your to do”, created by Johannes Leonardo with Facebook’s Creative X in-house creative shop. The campaign includes a 95-second film, digital out-of-home, and targeted digital and video ads. There is also a series of social content with Channel 4’s 4Studio and a brand partnership with Dazed.