Instagram is celebrating Gen Z with a first-of-its-kind digital portrait of British youth culture, in a brand activation devised by creative communications agency Exposure.
Part of Instagram’s global Yours to Make campaign, the exhibition brings to life the cultural diversity and lived-experience of British Gen Z today, as expressed on Instagram Reels.
It is located at London’s Saatchi Gallery and open to the public from 4 – 9 November.
Exposure motion art installation
The motion art installation, titled Yours to Make: Fluid Imaginarium, is inspired by, and incorporates, 50 Reels from Instagram Creators exploring everything from drag artistry and eco-activism to community in sport.
Built using gaming technology, the experimental artwork reflects the fluidity of British youth.
The viewer is taken on a journey through multiple dimensions guided by digitally-created hybrid characters representing different facets of Gen Z self expression on Instagram – community connection, experimentation and exploration.
In September 50 of British Gen Z’s most exciting creators shared Reels with their followers inspired by the question ‘What are you exploring?’.
Creators involved included @elliejg16_zebedeemodel, who was the first model with Down’s syndrome to work for a major fashion house; Drag Race UK star and drag artist @krystalversace; comedian @akafiali; and author and broadcaster @Jamie_Windust.
Moreover, 50 individual expressions of identity, interests, community and self-evolution emerged and these Reels then guided and inspired the artwork, forming the foundation of the surreal world it depicts.
The artwork itself was created by femme-focused curatorial agency HERVISIONS.
Zaiba Jabbar, creative director and founder of HERVISIONS, is a leader in augmented reality and digital art.
Her work celebrates the intersection of art, technology and culture; investigating how people are using technology to create art outside of traditional formats.
Jason Miller, EMEA Consumer Marketing at Instagram, said: “Exposure took our brief of celebrating British GenZ culture on our platform and delivered an ambitious innovative experience.
“I’m so excited for our audience to see in IRL how we are supporting and pushing youth culture forward.
Raoul Shah, Co-Founder of Exposure, said: “Setting out to capture a singular portrait of young Britain is something of an impossible task: how it looks, feels and identifies is ever-changing, never fixed.
“The world that’s been created by Hervisions using the Reels of the 50 creators feels like it gets as close as possible to expressing that ‘always in beta’ spirit.
“We’re proud to partner with Instagram on this journey and extremely excited to see the work live at the Saatchi Gallery, an institution that has championed emerging British voices for so long.”
Yours To Make: Fluid Imaginarium will be open to the public for free at Saatchi Gallery London between 4 – 9 November, 10am-6pm.