instax / More of Your World in the Square

To launch the new instax SQUARE SQ1 camera with a new square frame, we created a global campaign that literally pushes the boundaries. Pushing off the standard vertical format for pictures we used the actual frames of our commercial to illustrate why a square image lets you see more of your world in the square. This was shot remotely during COVID-19, and although it was tricky to pull off – given the 3AM call times and virtual location scouting – we’re now pretty confident in our pandemic production game.